FACTORS INFLUENCING ON SALES GROWTH IN EDUCATIONAL SECTOR OF KARACHI, PAKISTAN

Abstract

The research conducted to analyze the factors influencing the sales growth in the educational sector in Karachi, Pakistan. There are various factors that are affecting the sales of universities and institutions based on quality education, teaching staff, facilities available, and marketing strategies.This research is focused on marketing strategies how these institutions cater to student's needs based on available demand and competition. The researcher adopted the Kotler model of marketing in the educational sector based on 7 factors taken as independent variables including product marketing strategy, pricing strategy, promotion strategy, placement strategy, entrepreneurial culture, resource management, and programs management strategy and Sales growth is a dependent factor. The research conducted in Post Positivism research paradigm and quantitative research was conducted with a certain hypothesis for explanations. The primary data was collected through questionnaires and filled 250 questionnaires from the faculty, parents, and students belonging to universities and educational institutions. The regression results explain that product marketing strategy, pricing strategy, promotion strategy, placement strategy, entrepreneurial culture, resource management, and programs management strategy are significant predictors and promotional strategy, and entrepreneurial culture are found insignificant in this context. The research is useful for education sector and helpful for universities and educational institutions to analyze the market dynamics and consider various marketing strategies for targeting customers.