India is the second largest source of international students coming to the U.S. Many factors are contributing to this flow of students and current projections suggest future growth in the number of Indian students studying in the U.S. and other countries. In looking at the Indian market you will find a very diverse student population and complex market than many outside observers assume. When we here at Intead evaluate the Indian market, we consider the many "micro-markets" within the country that are more likely to be effective for international student recruitment.
To learn more about these Indian micro-markets, we are taking a look at an interesting study prepared by SanamS4, a company specializing in the entry strategies for higher education institutions (and other companies) into the Indian market. We attended a great presentation where Lakshmi Iyer explained her research at the AIEA conference in Washington, D.C., in February 2014.
SanamS4 surveyed a significant sample of professional student counselors and agents to get an understanding of the interests of students and their parents. In the process, they reviewed regional differences in India as these students review their options for international study. The reported data allows marketers to segment the Indian market and create a more targeted marketing communications plan. We will highlight three charts from the research and you can download the entire presentation here (registration required).