A Project Report on

“A Study on Business Development and Market

Research of Overseas Education at Yocket”

Submitted to
Savitribai Phule Pune University, Pune.
In partial fulfillment of the Requirement for
Award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

By

Sanjay Shubh Avhad

MBA- Marketing

Under the guidance of

Prof. Amol B Khandagale

SINHGAD INSTITUE OF BUSINESS MANAGEMENT

Ambegaon (BK), Pune
{Academic Year 2021-23}

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 Acknowledgement

I take this opportunity and privilege to express my deep sense of gratitude to

Professor M. N. Navale, Honorable Founder President, Dr. (Mrs.) Sunanda M.
Navale, Founder Secretary, The Sinhgad Technical Education Society, Pune and
Dr.Daniel Penkar, Director SIOM. They have been a source of inspiration to me
and I am indebtedto them for initiating me in the field of research.

I am deeply indebted to Faculty Member, SIOM Prof. Amol B Khandagale, my

research guide and my class coordinator Dr. S. Dawkhar at Sinhgad Institute of
Management, Pune, without whose help completion of the project was highly
impossible.

I take this opportunity and privilege to articulate my deep sense of gratefulness

to the Managing Director and the staff of the Yocket for their timely help and
positive encouragement.

I wish to express a special thanks to all teaching and non-teaching staff members
of Sinhgad Institute of Management, Pune for their continuous support. I would
like to acknowledge all my family members, relatives and friends for their help
and encouragement.

Place: Sinhgad Institute of Management Thanking You,

Date: Sanjay Shubh Avhad

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 Declaration

I Sanjay Shubh Avhad, the undersigned, hereby declare that the SIP Report
entitled “A Study on Business Development and Market Research of Overseas
Education at Yocket” is written and submitted by me to the University of Pune,
in partial fulfillment of the requirement for the award of degree of “Master of
Business Administration” under the guidance of Prof. Amol B Khandagale is my
original work and the conclusions drawn there in are based on the material
collected by me.

Place: Sinhgad Institute of Management

Date: Sanjay Shubh Avhad

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4|Page
11 Nov 2022

Internship Letter

Dear Sanjay Shubh Avhad,

This is to Certify that Mr. Sanjay Shubh Avhad from Sinhgad Institute of Management, Pune
has successfully completed his internship of 2 months from Avocation Educational Services
also known as Yocket. We confirm that you have been working with Avocation Educational
Services Private Limited, as Business Development Associate from 07 sept 2022 to
02 Nov 2022.

We would like to thank you for your service with Avocation Educational Services
Private Limited & wish you the best in your future endeavors.

Urvisha Jain
Manager, Human Resources

Avocation Educational Services Pvt. Ltd.

Registered Office: 203/27 Sahakar Niketan, Scheme 57, Road No.32/A,
Wadala (W), Mumbai-400031 CIN: U80904MH2012PTC235349 | GST:
27AAKCA8833G1ZF | website: yocket.in

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 Table Of Contents

Chapters Particulars Page No.

Acknowledgement 2

Executive Summary 7

Chapter No. 1 Introduction 8

Chapter No. 2 Profile Of Organization 11

Chapter No. 3 Literature Review 16

Chapter No. 4 Research Methodology 20

Chapter No. 5 Data Interpretation 25

Chapter No. 6 Findings and Suggestions 34

Chapter No. 7 Conclusion 36

Bibliography 37

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 Executive Summary

The purpose of this report is to find out the various factors on which students
are planning to study abroad, how they plan to proceed with their application,
the domain and country which has the highest demand and future of the
overseas education industry. Quantitative research methods have been used to
analyze data collected for this research. The type of research design applied is
telephonic interview with the candidates planning to study abroad. Close ended
questions were administered to a sample size of 450 students who are planning
to go abroad for their education.

Yocket is an Overseas consultant platform which helps students in getting the

best of the admits into the university. Yocket is an all-in-one platform to connect
and collaborate with fellow students and counselling experts creating a
community who aspires to go abroad. Their application allows anyone to
connect from any corner of the world and find out of the things they can’t get
on any other website. The questions were discussed with the students who had
registered on the company’s website. The project includes objectives,
limitations and findings of the research. It also gives Yocket overview about how
they help students in making an application to the university in specific
countries. The research methodology mainly explains what type of data was
being used during the execution of the project such as primary data and
secondary data. Data analysis and interpretation is a statistical representation
of the data collected through questionnaire. The main objective of this project
is to give an overall idea about students thought process in studying abroad and
how many students went through Yocket.

The research shows that majority of the students are planning to go for USA
followed by Canada and UK. Due to the rise in technology all over the world,
tech domain has more demand with masters being the more preferred course
among the students. The research done shows that students are more inclined
towards high paying jobs and better lifestyle rather than only education.

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 Chapter 1: Introduction

What is International Education?

‘International education’ refers to dynamic concept that involves a journey or
movement of people, minds, or ideas across political frontiers. Many believing
it signifies a new strategic direction in comprehensive education where it
broadens perspectives, builds diverse connections, and encourages innovation
and ideas across borders.
The benefits of studying PhD, UG, or MBA abroad are frequently neglected these
days. However, as a result of unprecedented globalization, most countries are
rapidly increasing the educational standards of their institutions. This prompts
the question: why go for education elsewhere when you can get a degree in your
hometown or a nearby city? This question’s solution is a contradiction in terms
of the question itself. We must frequently move outside of our comfort zones in
order to progress as individuals. By choosing to study in a different country, you
will not only be exposed to various cultures and ways of thinking and living, but
you will also learn to be more self-reliant and independent because you will no
longer have your family and closest friends to lean on.
Another exciting but little-discussed perk of studying MBA, MS or UG courses in
abroad is the opportunity to travel to a new country. You have all the advantages
of being a tourist, plus a lot more. By the time you’ve settled in, you’ll be aware
of tourist traps and will be able to appreciate the country’s culture and societal
amenities on a much deeper level. Part-time jobs in countries that offer them
can broaden your experience and equip you to take on the world when you start
working. Aside from the ability to earn while studying, there are always the
benefits that come with student discounts. Here, the abroad education
consultants will assist students in locating the ideal university with a global
reputation for providing quality education. The admissions consultant will assist
a student in making a final university decision.

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There are numerous employment advantages to studying in a different country.
The value employers place on applicants who studied in a different nation is
perhaps the most significant advantage. There is the possibility of new ideas that
could benefit the organization, as well as an enhanced understanding of themes.
Candidates may gain new abilities from courses in other countries that they
would not have if they were studying in the same country. Candidates with a
degree from a university in another country are often paid more for these
reasons.

Need For the study.

• Growing demand of students to study in foreign universities.
• Understanding the market of abroad education system.
• Making people understand the process.

Problem statement
• Students planning to study abroad but unaware of the overall process
• Having doubts about the exams they to attend according to the country
they want to apply for
• Insights about the right universities and documentation required.

Objectives
• To study about business development and market research of overseas
education at Yocket
• Overview of the process to study abroad at Yocket.
• To study about the domain that has the highest demand
• To study about the country which has the highest demand
• To study about the course which is at its peak right now and the reasons
for going abroad
• To study about the future of overseas education industry

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Limitations
• The area under the research is too wide.
• It was difficult to get the responses from the first call itself.
• The study is based on the data available, and the information given by the
students.

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 Chapter 2: Profile of the Organization

Avocation Educational Services also known as Yocket is an Overseas consultant

platform which helps students in getting the best of the admits into the
university. Yocket is an all-in-one platform to connect and collaborate with
fellow students and counselling experts creating a community who aspires to go
abroad. It is a perfect place for a student to start their research and understand
the process of studying in countries like US, UK, Canada, Germany and many
more. Yocket has its own built AI software which matches students’ profile
accurately with the university requirement.

The Vision of the firm is to establish a so-called network where people can
connect and find the data according to their needs and wants. Their application
allows anyone to connect from any corner of the world and find out of the things
they can’t get on any other website. Instead of going on different platforms and
collecting data people can connect and pass the latest happenings in that
country whether it’s about climate, job opportunities, scholarship, etc.

The Mission of the firm is to be the Number one Platform for the aspirants Who
are planning to go abroad for their education. It already has a databased of more
than 4 Lakh students which helps other students to compare their profile with
the ones who have went before them and find out which universities they can
target.

• History
Yocket app was developed by three Engineering graduates when they found out
that there are no way students can find reviews and guides for studying in
abroad. Soo, they did their own research and listed down college information,
reviews, and whatever data they gathered on a spreadsheet and that’s when the
firm was launched with a name of StupidSid in 2010. They then decided to work
on the same project and take it forward and started their venture. In 2015 they
decided to rename their firm and that’s when YOCKET was born. The firm got a
great response in its starting years, and they went on to become a global

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organization. Currently the firm has 4 lakhs + students’ data, 150+ partner
universities, 1500+ paid subscribers, has a reach in 140+countries universities to
help students with admits.
Different departments
The Organization works in systematic flow process and has a different set of
departments to carry out different set of work.
• Marketing Department
First, the marketing department goes on floor and carry out their work of
generating leads. Now it can be done in no. of ways like online registrations,
offline events, pamphlet’s, virtual fairs, college fairs, etc. The marketing
department carry out this event and pass the data of the students forward to
the sales team. This data before coming to the sales team is passed to the third-
party payroll organization which organize them through the CRM (Customer
Relationship Management) tool. This data is churned properly in this CRM and
passed to the sales team.
• Sales Team
The sales team composes of Sr sales Head, Sales head, managers, TL’s and
associates. The sales team associates reach out to them and try to get the
students onboard to utilize their premium services. The data of students is
maintained on the CRM tool, and it has to be updated by the sales team. Their
Job is to bring revenue for the firm and try to convert as many leads as possible.
The sales team also onboards the students on the portal with a specific set of
documentation process.
• Counselling Team
The Counselling team consists of Sr counsellors and counsellors who help
students with the guidance of further process Like profile analysis, University
shortlisting, examination scores requirement, Documentation, application,
scholarship application, tracking and the pre departure services. In short, the
counsellors are the mentors of the students who guide them in every step and
provide the necessary information.
• Editor’s Department
This department is one of the most important with regards to students’
application but works behind the frame. The editor’s department helps students

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in getting their documentation ready according to the specific university which
they are going to apply. The documentation consists of SOP, LOR’s, Transcripts,
etc.
• Financial Advisors
Financial advisors are generally the people from the finance team who helps
students get the educational loan for going abroad. This process comes after the
student has gotten the admit into the university. They let students know about
the specific details or papers required and how the process works. Till now
Yocket has helped to get 80 million dollars of loan to the students.
• Visa Clearance Team
Visa has always been a biggest problem for the students even though if they a
admit this is because of the rules and regulations according to the specific
country. This team helps students to apply for visa and clear interviews.
• Products/Services offered.
Yocket has always been different from its competitors and that’s why they have
different set of services that they offer. The product depends on the kind of
education student wants to go for like MBA, Masters, Undergrad and PHD.

➢ All Star Product

1. Provides end to end help in the process specific to the university
2. Targets only Top universities and recommended only for the
students with higher grades.
3. Helps in application for 12 universities within 3 countries.
4. Costs around 85k to 100k
➢ Pro Plan
1. Helps in 10 applications in 2 countries.
2. Target Above average universities
3. Provides help in all the process.
4. Costs around 40k to 70k

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➢ Choice Plan
1. Helps in applying to 8 universities in 1 country.
2. Provides basic help in application.
3. Costs around 20k to 30k
4. Partner University Plan
5. Helps only in applying to 140+ partner universities.
6. Application help is provided.
7. Costs around 2k to 5k
• Current Status
Currently the Company has around 150 employees which work in different
domains and has helped around 10k plus students to get their dream
universities. The company has gathered data which is been monitored and
synchronize by the in-built AI software which also helps students to target
universities according to their profile. Its last year growth was 1.5X from
previous year. It can help students to apply around 5,000 different courses and
1200 international universities.
• Future Plans
The Firm has already raised around 30 million in funding before and last year it
again got a funding from Harvard state trust of around 15 million which they are
planning to put in expansion of city-based centers which in turn will them to
build more trust among the students and their parents. They are also planning
to partner more universities in US, UK and Canada where most of the traffic is
right now. They have already tied up with leap scholar an overseas education
consultant and now plans to get an acquisition on the same line.

SWOT Analysis:

Strength - The strength of the organization as compared to its competitors is the

AI platform they have, and the data collected. This platform helps students to
understand the kind of universities they can target, requirements according to
universities, weakness in their profile and how they can upgrade their profile.

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Weakness - Yocket even though provides a lot of features and advantages its
biggest disadvantage is the price. Yocket as compared to the industry standards
have high pricing which has been a biggest hurdle to the growth of the company.
The average fee structure is 15K which is way more than a normal consultancy
which charges around 5k.

Opportunity - The market for the overseas education industry is growing rapidly
in the past few years which has created a good opportunity for the overseas
consultant. Students also require someone to help them in the process and
that’s where the need is also generated for the consultant to grow themselves.

Threats - As the industry is growing this has led to new opportunities and new
entrants as well. Lot of new players are coming in to the market which is why
the market share is getting diluted. Also, as the price is quite high of Yocket
services this increases the threat to them.

Name of the Organization – Avocation Educational Services (Yocket)

Date of Establishment – 2010

Website – Yocket.in

Location – C-406, Neelkanth Business Park, Old Nathani Road,

Vidyavihar (W), Mumbai- 400086

Email – Support@yocket.in

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 Chapter 3: Literature Review

According to the CFE research:

Understanding Intercultural Experience DEFINING INTERCULTURAL EXPERIENCE
The benefits of international experience can be understood in terms of the
development of intercultural skills. These are the set of cognitive, affective, and
behavioral skills that support effective and appropriate interaction in a variety
of cultural contexts. The key factor in the development of these skills is the
experience of other cultures – using new languages, meeting people of other
cultures or nationalities, and learning new customs. Such experiences offer the
potential to develop communication skills, cultural awareness, behavioral
flexibility, and social responsibility. 1 CFE Research and LSE Enterprise (2014)
Research and Analysis of the Benefits of International Education Opportunities:
A literature review on UK competitiveness and skills (needs). London: British
Council. 2 CFE Research and LSE Enterprise (2014) Research and analysis of the
benefits of international educational opportunities: A report for the British
Council. London: British Council.
MODELS OF INTERCULTURAL EXPERIENCE
Bennett’s Developmental Model of Intercultural Sensitivity offers a description
of how intercultural skills are developed and provides a means of measuring
intercultural competency. This model describes the stages of development from
ethnocentric attitudes (denial, defense and minimization of cultural difference)
to ethno-relative attitudes (understanding, accepting and adapting to other
cultures). The central idea of this model is that intercultural competency is not
developed by international travel per se, but through the experience of cultural
difference. Hence, the greater the cultural difference experienced during an
international activity, the greater the opportunity for intercultural development.
International Opportunities in the UK
PRE-PRIMARY EDUCATION
Information on the scale of international activity at the pre-primary level is
scarce and there is little evidence of structured programs of international
education. No national survey has been carried out to assess the nature and
scale of international activity at this level. Nevertheless, there are suggestions

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that learning languages and participating in activities to raise cultural awareness
are beneficial as preparation for international experiences at later stages.
PRIMARY EDUCATION
At primary level, international activities tend to be focused on developing links
between schools rather than travelling abroad, with 82% of primary schools
having links with international schools and 62% having pen pal arrangements
with children overseas. Instead of travel, most activity is based on raising
cultural awareness. ‘Global learning’ is a cross-cutting theme within the national
curriculum for Key Stage 2, yet not all schools provide the hour of language
teaching per week that is recommended in the Key Stage 2 framework for
languages. Most primary schools are involved in award schemes that promote
global learning, including the Eco Schools Award (70% of primary schools), the
International School Award (61%) and the Rights Respecting Schools Award
(56%). Popular activities for raising cultural awareness include global learning
assemblies (93%), fundraising (91%), values education (75%), and outside
speakers (71%). At primary level, there are fewer opportunities for trips abroad
than at secondary school and although some specialist group travel
opportunities exist – such as for music, arts, or sports related travel – searches
for evidence reveal very limited results.
SECONDARY EDUCATION
The secondary curriculum has incorporated a ‘global dimension’ since 2000,
which stated that pupils should develop a sense of identity through knowledge
and understanding of the “local, national, European, Commonwealth and global
dimensions of their lives”. The current curriculum has dropped the requirement
for global learning, focusing instead on subject-based core knowledge and skills.
The Schools Online website supports classroom and professional development
resources for secondary teachers, in addition to supporting the International
School Award program. The Rights Respecting Schools Award is also popular at
secondary level, with approximately 1,600 schools having gained the award in
the UK. The Comenius program, run by the British Council, aims to increase the
international mobility of pupils and Page 7 staff, and has been shown to develop
multicultural awareness. Many schools offer trips abroad, but evidence for the
scale of this activity is scarce, both in terms of numbers of schools offering the
opportunities and take-up within schools, because central data is not collected.

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However, evidence from a European survey suggests that attending school in
another country is more common than might be expected, with roughly 12% of
UK respondents doing so, which is higher than the European average. Case
studies suggest that the benefits of international education at secondary level
include improved self-esteem, better relationships and behavior, positive
attitudes to social diversity, and greater engagement in learning.
FURTHER EDUCATION
Further Education (FE) students can access international education via the
Erasmus program, which offers opportunities for study, or work placements or
traineeships abroad lasting up to 12 months. Data on the Erasmus program
aggregates FE and HE, so it is difficult to gauge the scale of activity in FE alone.
The total number of Erasmus study exchanges from the UK in 2011/12 was
around 9,000, plus approximately 4,500 work placements. Part of the reason
why there is little evidence on the scale of international further education in the
UK is that the FE/HE distinction is rarely used in other countries.
HIGHER EDUCATION
Travel abroad for the purpose of study is only one element in the
internationalization of higher education, as there are also activities aimed at
improving the efficiency and competitiveness of higher education institutions in
the global marketplace. In this regard, UK HEIs is very successful at marketing
courses to foreign students, contributing over £2 billion to the economy, yet
there are some concerns about the lack of integration between home and
international students. In contrast with the number of inbound students, there
is relatively little outward mobility, making the UK a net importer in terms of
student mobility. International education may comprise degree (or diploma)
mobility, whereby a whole course is completed abroad, or credit mobility, where
only part of a course is taken abroad. Credit mobility is catered by the European
Commission’s Erasmus program, which also offers work placements in foreign
countries. The scale of UK HE outward mobility was roughly 28,000 students in
2012, with little variation over the past decade. The most common destinations
are the US, France, Ireland, Germany and Australia. In 2011-12, approximately
10,000 undergraduates and just over 300 postgraduate students took part in
Erasmus. This represents less than 1% of the UK-domiciled student population.
Just like every other business, the education industry is also striving in

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implementing their marketing strategies just to make sure they stay ahead in the
competitive market. Daily et al. (2010) further explained that the capability of
higher education institutions to entice more foreign students has become a
crucial advantage as there is stiff competition among universities. Hence, there
is a need for thorough understanding of students’ perception towards
universities to be able to review and apply the marketing strategies where
necessary. The tertiary education institutions need to market themselves in a
climate of international competition in order to stand exceptional from their
competitors as it is believed that the education institutions having solid and
unique marketing strategies tend to survive in the competitive market (Palacio
et al., 2002). Thus, with the stiff competition in the education sector, it is
important for institution owners to understand the needs and wants of the
students to be able to survive in the competitive market. Most institution owners
believe that investing much on advertising about their institutions will draw
more students. The researcher, however, argues that advertising without first
knowing what your target customers’ needs and wants are is like building a house
without a foundation. This paper, therefore, attempts to assess the factors that
students consider when choosing a place to study.

Top five destinations and number of students from India studying abroad (2017)

No. Countries No. of students

1 USA 103,968
2 UK 38,205
3 Australia 12,429
4 New Zeeland 6650
5 Canada 15617

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 Chapter 4: Research Methodology

What is Research?

1. Research Methodology
Research is an art of scientific investigation. Research is purposeful
investigation .it makes decision-making structure. There are three
constituents of any investigation the problem, which is implicit; the answer
purposed which is exploit and the collection, analysis and interpretation of
information leading from the problem to the answer.

2. Meaning of Marketing Research

Luck, Wales, tailor – “marketing research is the application of scientific
method to the solution of marketing problems’’ American marketing
association – “marketing research is the systematic reading find analysis of
data about problems relating of marketing”.

Types Of Data

1. Primary data
Primary data is information that you collect specifically for the purpose of your
research project. An advantage of primary data is that it is specifically tailored
to your research needs. A disadvantage is that it is expensive to obtain. The
source of your primary data is the population sample from which you collect the
data.

2. Secondary Data
Secondary data refers to data which is collected by someone who is someone
other than the user. Common sources of secondary data for social science
include censuses, information collected by government departments,
organizational records and data that was originally collected for other research
purposes. Secondary data analysis can save time that would otherwise be spent
collecting data and, particularly in the case of quantitative data, can provide
larger and higher-quality databases that would be unfeasible for any individual

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researcher to collect on their own.

Method of collecting data

For conducted any research programs there require sufficient knowledge and
complete information about the subject research. There are various methods
of collecting data and information is following.

1 Desk research method

In this method of collection data, the research will base on either published
information or other written sources. It in this method we get secondary data
means those data are published are collect by other agencies that ready-made
data are called secondary data. In this method research complete readymade
data that is way he serves time and money also, but one drawback of this
method is the data is not correct. the source of getting information in library,
literature, periodical, statistical trade association company record etc.

2 Field investigation method

Field investigation is one of the methods of collecting primary data. This
method researcher prepares a questioners provide a particular person such as
consumer for collecting the data. There are three field researchers’ techniques.

• Main order survey-

A main order survey is a complete antithesis of the personal interviews. Under
this method questionnaire which is send to a responded by mail. A request also
made to send back the answered to the sender.

• Telephone survey-
Telephone interviewing is the second types of the research; this technique has
been used form for the estimation of the number of persons who has just
finished watching a TV. Program or listing a radio broad cast. This is an also used
to estimate quickly to ascertain the ownership of the different types of products
through this method is very convenient to perform customer survey.

• Personal interview-
The third technique of field investigation is personal interview under this

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technique the interviewer follows a rigid procedure in asking question in
prescribed from and order. a structured questioners is prepared, and the
interview fills it since answer supplied.

3 Observation method
Observation method is one of the methods of collection primary data. it used to
past and current data. Instead of asking the present about their current survey.
The researcher may observe the past observation we may observe the result of
such an observation. in marketing research observation method is not used
frequented.

4 Experimental method
The experimental techniques involve the use of small-scale experiment under
carefully controlled condition in intended to evaluate the effect of some variable
or proposal case of action. The experimental method is the fundamental tools
and scientific research is many different disciplines. The application of the
method is the field of marketing managements provides the marketing research
with one of his most patent tools the controlled experiment as small-scale
experiment is useful guide to what may be expected when the experiment is
extended the scale.

Methodology Used:
There are various types of research methods but for the purpose of this study,
quantitative research method has been used to analyze data collected for this
research. Quantitative research is the process of collecting and analyzing
numerical data. It is used to find patterns and averages, make predictions, test
causal relationships, and generalize results to wider populations by performing
statistical, mathematical, or computational techniques. Quantitative research
collects information from existing and potential customers using sampling
methods and sending out online surveys, online polls, questionnaires, etc., the
results of which can be depicted in the form of numerical. After careful
understanding of these numbers to predict the future of a product or service
and make changes accordingly. Quantitative research templates are objective,
elaborate, and many times, even investigational. The results achieved from this
research method are logical, statistical, and unbiased. Data collection happened

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using a structured method and conducted on larger samples that represent the
entire population.

• Research Design
We have chosen Descriptive survey research design because it best served the
objectives of the study. It is a research design that allows the collection of a large
amount of data from a sizable population in a highly economical way. It is based
most often on a questionnaire and the data is standardized and allows easy
comparison. It is authoritative in general because people perceive it to be easily
understood and gives more control over the research process (Saunders et al.,
2007).

• Population
The population refers to the number of people for the study. It is also a group of
individuals, objects, or items from which samples are taken for measurements.
The population covered is total no. of students studying currently.

• Sample and Sampling design

Sampling is the process of selecting several individuals or objects from a
population such as the selected group contains elements representative of the
characteristics found in the entire group. Sampling is the analysis of elements in
a population, which provides useful information on the entire population. It is
also defined as the set of respondents (people) selected from a larger population
for the purpose of a survey.
Research Type – Quantitative research method
Research Design – Descriptive research design
Sampling Technique – Non-probability sampling (Convenience)
Sampling Unit – Student planning to study abroad.
Sample Size – 450
Period of study - The study is undertaken in the duration of 60 days

Convenience Sampling: Convenience sampling is a non-probability sampling

technique where sample units from population is selected that are conveniently
available. In this technique researcher selects the sample just because they are
easy to recruit, and the researcher did not consider selecting a sample that

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represents the entire population. In some cases, the population is too large to
examine and it is where convenience sampling is used.

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 Chapter 5: Data Interpretation

• Data Collection
For the research study, primary data was used. The data was collected using
Telephonic conversation, Emails, and virtual fairs. The questionnaire was divided
into two main parts; Part A consisted of demographic information of the
respondents such as education, age and occupation. Part B, which had questions
about their plans on studying abroad, what course they are planning for,
universities they are targeting, etc.

• Data Analysis
Descriptive statistics were used to analyze the data. General information was
analyzed using frequencies and percentages. The ratings on the various factors
influencing consumer choice were evaluated using measures of central
tendency. For analyzing and managing the data MS Excel, MS Word and Lead
squared CRM applications were used in the project. All the information about
the respondent is stored in tabular format in excel sheet, which helps in
managing and analyzing this data easy. For data analyzing chart was sued, which
represents the relationship between the number of respondents and their
respective responses.

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Questionnaire

1) Who among the males and females generally are keener to study
abroad?

Males Females Total

185 265 450
41% 59% 100%

Students

41%

59%

Females Males

Interpretation – The above data shows that 450 students who were planning to
study abroad had 185(41%) males and 265(59%) females. It explains that
females are more inclined to go abroad and complete their education over
there.

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 2) Which course generally students plan for?

Course Students Percentage

MBA 105 23
Undergraduate 125 28
Masters 220 49
Total 450 100

Students

105, 23%
MBA
220, 49% Undergraduate
Masters
125, 28%

Interpretation – The data shows the number of students planning for different
courses. From above analysis it is cleared that most of the students are planning
to go for their masters. It shows that 23% planned to go for MBA, 28% for
undergrad and 49% of them planned for masters.

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 3) Domain which students favor to study abroad Tech or non-technical?

Domain Students Percentage

Technical 295 66
Non-Technical 155 34
Total 450 100

Domain

34%

66%

Technical
Non Technical

Interpretation – The data has been narrowed down for two domains generally
Tech and Non-tech. The analysis shows that due to the boom of technology and
growth of IT sector, students are more inclined towards technical courses
(Computer science, Data science, Data analytics, etc). The data for the same has
been represented in the above diagram.

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 4) The major Purpose of going abroad JOB, Education or Residency?

Purpose Students Percentage

JOB 287 64
Education 163 36
Total 450 100

Purpose of Visit

163, 36%
Job
Education
287, 64%

Interpretation – The above representation shows the outcome of the analysis

done on the students planning for study abroad and what is their main
purpose in doing so. The data shows that students are more inclined towards
getting a job or settling down in abroad rather than only education. Data shows
that 64% of students are looking for Job where as 36% are only planning for
education.

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 5) The Fee structure of students which they are planning for or comfortable
with?

Fee Structure No. of student Percentage

0 – 20 lakhs 215 48
20 – 40 lakhs 155 34
40 – 60 lakhs 80 18
Total 450 100

No. of Students
40-60 LAKH 80

20-40 LAKH 155

0-20 LAKH 215

0 50 100 150 200 250

0-20 lakh 20-40 lakh 40-60 lakh

No. of Students 215 155 80

Interpretation – Students planning to go abroad have certain budget and for the
same clarification the above data analysis was done. It shows that students are
mostly looking for low budget universities and overall low expenses. During the
conversation it was also seen that students are looking for scholarships as the
expense is too high for going abroad.

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 6) Are they planning to take any kind of assistance?

Assistance Students Percentage

Going with Yocket 25 7
Going through 194 56
consultancy
Going on own 126 37
Total 345 100

Assistance

7%

37% Going with Yocket

Going Through consultant
Going on Own
56%

Interpretation – The students were made aware about the process they need to
complete in order to study abroad and the data representation shows how
students are planning to go after the conversation. About 7% of students
planned to go with Yocket, 56% of students through other consultants and 37%
of them planned to go on their own.

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 7) Which country students are more inclined to?

Countries Students Percentage

USA 143 32
Canada 118 26
UK 85 19
Others 104 23
Total 450 100

No. of Students

23%
32%

19%
26%

USA Canada UK Others

Interpretation – Every country has certain pros and cons which needs to be
analyzed. Above data representation shows that about 32% of students
preferred to go to the USA, 26% to Canada, 19% to UK and rest of the 23%
planned for other countries.

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 8) After getting the overview of the process still planning or not?

Decision Students Percentage

Finalized the plan 345 77
Drop the plan 105 23
Total 450 100

Interpretation – After understanding the overall process like exams,

documentation, fee structure certain students decided to drop their plan. Above
data presents the same as about 23% of students decided to dropped the plan
while 77% students still went ahead with it.

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 Chapter 6: Findings and Suggestions

This chapter summarizes the findings relevant to the research and makes
suggestions on same. The findings are listed according to our objectives and
justify the same.

• On the gender factor it shows that females are more inclined towards
going abroad for higher education as compared to males. This can also be
described as females are more interested in higher education.

• The data regarding the course or program selection shows that Masters
emerged as the number one course for which students generally planned
to go. After masters the next in line was MBA and few of younger students
are planning to go for undergrad.

• As most countries are looking for innovative solutions it has led to the
growth of IT sector, also as everyone knows AI (Artificial Intelligence) is
the future more investment is been made in the same. This has resulted
in students taking admissions in Tech domain programs like CS, DS, DA,
etc.

• As demand for technical programs have increased students are planning

for the countries which offers good education in same and more jobs
related to their programs. This was seen from data analysis as most of
students had US as their first preference followed by Canada, UK and then
rest of other countries.

• Students nowadays are looking for high income, good lifestyle and self-
growth. This is more easily achieve able in foreign countries as
competition is also less. So, most of the students are planning to go
abroad in search of good high paying jobs rather than only education.

• From the primary research and secondary data analysis we can conclude

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that students are getting more inclined in studying abroad. It was seen
that every year there is 15-18% increase in number of students going
abroad. So, we can conclude from this that the future of this industry is
very good and the market cap is quite large.

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Suggestions:

• The company should hire counsellors who are more experienced in

Technology related courses and application process of the same since
demand for the tech domain is more.

• As most of the students are planning to go for the university which offers
low fee structure, the company should collect more data about the
universities, how they can help students to avail scholarship and try and
tie with those universities which will help them to grow their business.

• The recent trend showed that people are mostly focusing on jobs rather
than just education the company can utilize this and can target those
countries where there more jobs available and can guide students abut
the same which will help the firm to build bond with students and increase
their business.

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 Chapter 7: Conclusions

Overall, we can conclude that we are able to give the basic

understanding of the overseas education industry and were able to achieve the
objectives of the project. The Study abroad market is growing rapidly and more
firms are coming into competition.
The students do plan to study abroad but only 60% of them are aware
about the overall process and structure of the application. The results shows
that Females are keener to study abroad in search of more good opportunities.
The main course students are planning currently is Masters followed by MBA
and undergraduate. This again shows that people plan to go abroad generally
for their PG. During the pandemic the boost that tech domain has gained is still
there it was evident from our results as well. This in turn has increased demand
for tech savvy countries like US, Canada, Germany, etc. which was proven from
the data that we collected.
The market size of the overseas education is growing and people are
looking for help as most of them are unaware of the overall process so it is a
good opportunity for Overseas consultants to grow. The upcoming years will
decide who will be the leaders in the industry so, every company should focus
on their services and customer satisfaction which will pay vital role in their
growth.

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 Bibliography

Books Cited-

Marketing management by: Philip Kotler (2015) 15th edition

Marketing research by: G.C. BERI (Tata McGraw-Hill Education) 2002

Marketing research by: Naresh K. Malhotra (2015)

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