Attracting international students to Indian campuses: sequential mixed-method research on student perceptions and pull factors

Abstract

Several non-traditional higher education destination countries have increased their efforts to attract international students. In this research, we examine the perceptions of international students enrolled in Indian universities and explore the aspects to observe for India to become a favoured study-abroad destination. Adopting a sequential mixed-method approach, this research proposes a conceptual model developed using an initial interview-based qualitative study. Subsequently, it tests the model via a quantitative questionnaire-based survey. The rating responses were analysed using SPSS and SmartPLS. Four distinct factors emerged: internationally recognised education at an affordable cost, campus readiness, employment opportunities in India, and the experience of Indian culture. Findings signal the prospect of competing on differentiation to attract international students. This study is a marketing intelligence input for the inbound international student mobility ambitions of the Indian government and other aspiring Asian higher education destinations.

Keywords:

• International higher education
• international student mobility
• Indian universities
• international students
• marketing strategy
• Asian higher education hubs

REVIEWING EDITOR:

• Anatoly Oleksiyenko, The Education University of Hong Kong Faculty of of Education and Human Development, Hong Kong

SUBJECTS:

• Higher Education
• International & Comparative Education
• Multicultural Education
• Education Policy & Politics

Acknowledgements

The present study is largely an outcome of a Minor Research Project sponsored by the Indian Council of Social Science Research (ICSSR), New Delhi (Grant File No. 02/29/2021-2/ICSSR/RP/MN, Dated 07/March/2022). The Author(s) acknowledge ICSSR, New Delhi, for funding the research project.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

The present study is largely an outcome of a Minor Research Project sponsored by the Indian Council of Social Science Research (ICSSR), New Delhi (Grant File No. 02/29/2021-2/ICSSR/RP/MN, Dated 07/March/2022). The Author(s) acknowledge ICSSR, New Delhi, for funding the research project.

Notes on contributors

Sanjay Krishnapratap Pawar

Sanjay Krishnapratap Pawar is an Associate Professor at the Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Pune, India. His research focuses on international higher education with consumer behaviour and marketing strategy perspectives. Before entering employment in higher education, Sanjay worked in the Indian industry as a marketing professional for several years. He brings deep knowledge in providing market intelligence and strategic insights to universities and higher education systems, aiming to strengthen competitive differentiation. In recent years, his research has been published in highly ranked academic journals, including those rated by the ABDC Journal Quality List. Sanjay has received funding from several Indian organisations to pursue international student-focused research projects.

Hirak Dasgupta

Hirak Dasgupta is an Associate Professor at the Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Pune, India. Hirak has more than 15 years of academic experience. He has a PhD in Management and has presented research papers at national and international conferences. He has published a book and research papers in various peer-reviewed journals indexed in Scopus and Web of Science.