A

RESEARCH PROPOSAL ON

“COMPARATIVE STUDY OF CAT/GCET

COACHING CLASSES

IN AHMEDABAD”

Submitted by:

SWAPNEEL TANK (1940)

JAINIK SHAH (1937)

Batch – 2009-2011

To

Project Guide:

Mrs. NEELIMA RUPAREL

B.K. SCHOOL OF BUSINESS MANAGEMENT

AHMEDABAD

Introduction:

Indian Education System (IES) is by far the largest capitalized space in India with $30bn of government spend (3.7% of GDP; at global average), and a large network of ~1m schools and 18,000 higher education institutes. Yet, the public education system is ‘insufficient’ and ‘inefficient’, leading education-hungry and affluent Indians to spend $50bn on private education (14% CAGR over FY08-12). (IDFC SSKI sector report, January 2009)

With dramatic increase in demand for professionals in almost all spheres and good quality education becoming an avenue to success, private coaching institutes have mushroomed across the country in recent years, becoming an industry worth thousands of crores of rupees. "India has over 12 million students enrolled for higher education and the faculty for them is numbering less than 3.5 lakh which is just not adequate," said Sajjan Jindal, president of the Associated Chambers of Commerce and Industry of India (ASSOCHAM). (Business today: Sunday, 06 July

2008)

There are mainly two types of education system:1. Formal IES (Indian Education System)2. Non-formal IES (Indian Education System)

Formal IES:

The formal educational system in India broadly comprises schools (often classified as K12 –kindergarten to 12th) and higher education (HE) level. All the levels, from school to higher education, fall under the purview of the Ministry of Human Resource Development (Department of School Education and Literacy & Department of Higher Education). Schools cater to the ‘3-17 years’ age group. With no central governing body for K12, they are ruled by state boards/ ICSE/ CBSE/ International Boards. Higher education institutes cater to the ‘18-22 years’ & above age group. With a single governing body (UGC), HE comprises graduate/ diploma/professional courses. This may be followed by post graduation courses.

Non-formal IES:

The non-formal education segments flanking the formal ones include preschools (1.5-3 years), coaching classes, multimedia/ IT to schools and colleges (catering to both private and public institutions), Vocational training and the books market. The segments are free of any regulations (i.e. no governing/ regulatory bodies for this segment).

India’s non-formal education market is currently dominated by coaching class business (accounting for 64% of the total). However, the business ($6.4bn; 15% CAGR till 2012E) is inherently regional in nature and person-centric (a people driven model), which implies high dependence on a ‘brand-teacher’, or a low degree of stability and scalability. We believe ~80% of the coaching class market arises from subject/ concept-based school and tertiary level coaching, which has to be localized to suit the dynamic needs of various institutions and has high dependence on ‘brand teachers’. Mahesh Tutorials is one of the few coaching class player that have managed to achieve some ‘scale’ in this non-scalable segment.

IES (Indian education system)

Coaching class market (64% of non-formal IES)

Major players in India:

Ascent Education’s 2IIM - CAT ClassesAn IIM Alumni venture, Ascent Education offers classroom coaching for CAT in Chennai and a comprehensive correspondence course for CAT. The institute also conducts Mock CATs and GD, PI training.

Career ForumHeadquartered in Pune, Career Forum is a training institute that offers training program for CAT, XAT and other MBA entrance exams in 6 cities.

Career Launcher (CL)Headquartered in Delhi, Career Launcher is a training institute for CAT with a nationwide presence. Offers its Pegasus program for CAT and other MBA entrance exam preparation.

IMS Learning Resources Pvt LtdOne of the oldest coaching classes for CAT, XAT, CET and other Indian MBA entrance exams. Based out of Mumbai, IMS offers courses in over 50 cities in India. Offers both classroom and correspondence course for CAT.

Triumphant Institute of Management Education Pvt Ltd (T.I.M.E)An IIM, XLRI alumni venture headquartered at Hyderabad offers classroom coaching for CAT, XAT, MCA, Engineering Entrance and wide range of entrance exams in various cities and towns in India.

Major players in Ahmedabad: (www.ahmedabad.quikr.com/gcet-Coaching)

1. PT Education2. Career Forum3. Prism Centre For Education4. Real Business Education5. Expert Education6. Endeavour7. IMS8. T.I.M.E9. Career Launcher10. RBE11. SWOT 12. Navigator13. Shrihari Coaching14. FSO15. Deep Education16. Dronacharya Student Care17. Trimurti Coaching18. Excel Management Foundation

Problem statement:

Which factors influence an individual for selecting a CAT/GCET coaching class?

Objective:

To study CAT/GCET coaching classes as an industry. To study various factors which influence the students to select a CAT/GCET coaching class. To study preference criteria among students of different background and faculties of

CAT/GCET coaching classes. To determine the most preferred CAT/GCET coaching class by the students.

To compare different the advertisements of different CAT/GCET coaching classes.

To study XYZ coaching class as an organisation.

Scope:

Study will be carried out in Ahmedabad city.

Current students of MBA, MBA aspirants, faculties of CAT/GCET coaching classes will be

considered in the study as respondents.

RESEARCH METHODOLOGY:

Research design:

The research design to be used in our study would be descriptive research. The research would be carried

out with the help of structured questionnaire and in depth interviews in order to obtain relevant and

important data.

Data collection sources and the methods for collecting the data:

a) Secondary data :

Secondary data will be collected from Internet, Periodicals, Magazines,

Newspaper and the official websites of prominent CAT/GCET coaching classes

of India.

b) Primary data:

Students would be interviewed at different places such as coaching classes,

college campuses, and public places etc.

Structured questionnaire will be administered to the respondents.

In depth interviews would also be carried out.

Sample design:

a) Population:

1) People residing in the city of Ahmedabad.

2) Sample frame : Students of Ahmedabad

b) Sample Unit – Current students of MBA, MBA aspirants, faculties of CAT/GCET

coaching classes

c) Sampling Method – Random sampling, Convenience sampling.

d) Sample Size – 500

Significance of the study

This report aims to generate information on various factors influencing an individual for

selecting a CAT/GCET coaching class.

CAT/GCET coaching institutes can utilise this information of this project for identifying

their present status of their coaching class among the competitors.

CAT/GCET coaching institutes can utilise this information of this project for designing

their future strategies or modifying their current strategies according to need.

Samples size determination:

On the basis of Age group No. of samples

MBA aspirants 200

Currents MBA students 200

Faculty of CAT/GCET coaching class 30

Advisors (parents, elder sister/brother) 70

Time-line

Sr. No. Activities to be carried out Date

1 Selection of Industry 15/09/2010

2 Submission of Research Proposal 15/10/2010

3 Study of Organization

Primary data collection 31/01/2011

Secondary data collection Throughout the project

4 Data Analysis 21/02/2011

5 Preparation of Report 15/03/2011

6 Preparation of Presentation 30/03/2011

Chapter plan

Sr. No. Topic

1 Executive Summary

2 Introduction to the project

3 Comparative Study of CAT/GCET Coaching classes

4 Research methodology

5 Data Analysis

6 Findings and conclusion

7 Recommendations

8 Bibliography

Bibliography:

Websites:

www.ahmedabad.quikr.com/gcet-Coaching

Reports:

IDFC SSKI sector report, January 2009

Books:

Naresh Malhotra, Marketing Research: An Orientation Applied, 9th edition