Abstract
The increase of digital technologies has brought about a shift in the way EdTech companies in India are perceived by their marketers. It is evident from the findings of previous studies that phygital marketing has become an integral part of the decision-making process of the enrollment in an educational institution. This study focuses on understanding the effect of phygital marketing on the decision-making process regarding student enrollment in EdTech companies with reference to India.
A questionnaire-based survey was conducted using a structured questionnaire on 300 students, parents, and working professionals residing in Pune, Mumbai, and Nashik districts of Maharashtra. Descriptive statistics, factor analysis, and Structural Equation Modelling (SEM) were used to analyze the collected data. Five important dimensions of phygital marketing include the consumption of digital content, physical touchpoints, omnichannel experience, personalized communication, and building trust.
Results show that the highest positive influence on student enrollment decision is due to the omnichannel experience and personalized communication, whereas physical touchpoints play an important role in the case of first-generation learners.