Impact of Website Marketing on Business Exposure and Customer Response: A Study on Educational Institutes of Chhattisgarh

Monal Deshmukh, Dr. Ashok Kumar Chandra

Abstract: In the present era, human capital development is a prerequisite to the economic growth of any nation. Education plays an important role in human capital development and hence the economic development. At the outset, the education industry has increased tremendously, worldwide. This makes the establishment of education services and the demand for it, highly competitive especially in the developing countries. Hence, there is a need to develop global marketing strategy in order to strive in such a competitive market. Web marketing is one of the most economical and widely used marketing tool in this era of technology. Hence, this study aims to determine the impact of Website Marketing on Business Exposure and Customer Response for Education Institutes of Chhattisgarh. Business Exposure and Customer Response are considered as the dependent variable & Website Marketing is considered as the independent variable. A survey-based exploratory and causal research design was used. The data was collected from students of selected educational institutes of Chhattisgarh through structured questionnaires. Principal component analysis with varimax rotation was used to determine the validity and Cronbach?s coefficient alpha to determine the reliability of the instrument. Regression analysis was used to determine the causal relationship between both the independent &dependent variables. The study also suggests strategies to increase the Business Exposure and Customer Response of the Educational Institutes.

Keywords: Website Marketing, Business Exposure, Customer Response, Technical Education Institutes