Consumer Behaviour in MBA entrence Exam Preparation

Abstract

The objective of the study is to analyse the consumer behaviour in MBA examination preparation and to test the hypothesis of MBA entrance examination preparation to be shifting online and to study the various parameters to support the same. To test the hypothesis, we conducted both primary and secondary research. Primary research was conducted through surveys collected from 100+ respondents by conducting 2 webinars with TIME students. The respondents were from two sets of students. The next step was analysis of these survey responses and identify the factors pushing online mode as the way to prepare and observe whether there is a difference in beahvious towards opting for online preparation between the above two sets of students. In addition to primary research, we conducted secondary research to analyse the various trends that have been shown by the students towards opting for online mode for MBA entrance examination. Differences were studied between online and offline mode of preparation along seven dimensions. Finally we have tried to conclude our findings from primary and secondary research.