• MAYUKH THAKUR
• Dr. MOUMITA PODDAR

The decision to enroll in a higher education institution is extremely important because during these years one’s future career is being built. Therefore, when making a decision regarding the future, individuals evaluate several alternatives offered by the institutions. One of the key-triggering factors is that the incoming rate that every education establishment (HEI) achieves at every educational academic year. Prospective students always try to seek proper and accurate information about the institution intended for taking admission. Different factors of the service marketing and consumer behaviour have definite impact and relation to the decision making process, choice of the institution and similar other related matters which have direct connection with the selection of HEI by the prospective student. Higher education trains the extremely competent manpower and contributes to the analysis base and innovation capability that progressively determines fight within the knowledge-based international economy. With its central role in society encounters, higher education fosters mutual understanding and helps to build global networks for the future. At constant time, cross-border flows of ideas, students, faculty and financing, coupled with developments in information and communication technology, are changing the environment for higher education. This implies each augmented collaboration and competition between countries and establishments on a world scale. Thereby, the purpose of this paper is to study the available literature on the impact of the 7Ps of Marketing Mix – Product (Service), Price, Place, Promotion, People, Process and Physical Evidence; that influence students and young adult aspirants to select, make choice and then enroll in a private higher education institution.

Higher Education Institutions (HEI), Students’ Enrolment, 7Ps of Marketing Mix, Service Marketing, Young Adult Aspirants, Selection or choice of HE

"THE INFLUENCE OF 7Ps OF MARKETING MIX ON THE PROSPECTIVE YOUNG ADULT STUDENT ASPIRANTS DURING SELECTION AND CHOICE OF HIGHER EDUCATION INSTITUTES AND COLLEGES – A STUDY OF THE LITERATURE REVIEW", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.408-425, December-2018, Available :http://www.jetir.org/papers/JETIR1812153.pdf

"THE INFLUENCE OF 7Ps OF MARKETING MIX ON THE PROSPECTIVE YOUNG ADULT STUDENT ASPIRANTS DURING SELECTION AND CHOICE OF HIGHER EDUCATION INSTITUTES AND COLLEGES – A STUDY OF THE LITERATURE REVIEW", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp408-425, December-2018, Available at : http://www.jetir.org/papers/JETIR1812153.pdf