RESEARCH REPORT ON CHANGE IN PERCEPTION OF UNIVERSITY

BUSINESS SCHOOL BRANDING AMONG ITS VARIOUS STAKEHOLDERS

Workshop on Business Research

Submission

Neeraj Choithwani, Sunidhi Sharma

University Business School, Panjab University, Chandigarh.

Under the Guidance of Prof. Purva

Kansal
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS.
​2

Table of Contents:

S.NO TOPIC PAGE NUMEBR

1 ABSTRACT 3

2 INTRODUCTION 6

3 RESEARCH PROBLEM 9
4 REVIEW OF LITERATURE 17

5 CONCEPTUAL FRAMEWORK 22

6 DATA ANALYSIS 27

7 CONCLUSION 52

8 REFRERENCES 53
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​3

Abstract

Purpose: Our purpose in this project is to study the Change in perception of University Business

School branding among its various stakeholders i.e. we intend to get an insight into people’s mind

about UBS and will give our inquisitive mind a break and look for the areas where we can put our

efforts to enhance our institution’s performance. As UBS is a student driven organization, it becomes

very important for us to look into the loopholes in the organization and hence working upon the

same.

Methodology: Research undertaken is Exploratory in nature because as of now there are no

researches done to understand and analyse brand perception of UBS.

• The research undertaken includes a perception modelling of UBS Brand through Brand equity

analysis, and hence will require extensive amount of data to be obtained from the stakeholders

to drive any
 conclusions.

• The nature and type of Stakeholders differs vastly as there will be data from the perspectives

of MBA Aspirants Currently perusing MBA From UBS and other colleges as well, also there

will be separate set of Questionnaire formulated to understand perspective of UBS Alum

matter and Faculty.

• Ultimately data analysis will be done taking perception of various stakeholders and

calibration of data thus obtained with existing Document and data related to subject matter to

draw conclusions. Hence, aforementioned data collection methodology suits the desired

study.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​4

• The data was empirically collected and hence a quantitative analysis was carried out. The data

collection methodology will primarily include a Survey conducted ONLINE via a survey

form (Questionnaire) floated across the Stakeholders over the Internet. The data was collected

through snowballing method. The data analysis techniques used were basic statistical

calculations such as mean, median, mode, central tendencies, their standard deviation and

then were further analysed and co related with the data of various stake holders making a

comparative analysis
statement.
Practical Implications: Our study will basically deal with the SWOT analysis of our institution. It is

very important for every organization to introspect into itself in order to come up their weaknesses

and cope up with its threats and hence blooming out with more strength to grab all the opportunities

present there in its way.

Keywords: B-School, Branding and Management education.

Paper Type: Research Paper.

CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​5

INTRODUCTION

The success of a B-School not only depends on how it is performing in comparison to other B-

Schools but also on what people perceive about it. University Business School (formerly,

known as Department of Commerce and Business Management), Panjab University, Was one

of the fewest and the best business schools that were set up in the early 70s in India. In North

India, it was the best b-school anybody could think of. Till 2004-2005 University Business

School was participating in the rankings done by various agencies and till that time we were in

top 50 Best B- Schools of India. But after that we stopped participating in those rankings and

with the boom of technology overpowering the perception of people about UBS changed as the
 other new birds came up in the B-School Market with a huge investment in branding of their

institutions.

In the age of technology where everything trends on social media, it is the power of advertising

that makes or breaks an institution based on its capability of reaching to its various

stakeholders
.

As we know the basic rule of marketing says it is the word of mouth that prevails in our minds;

so, the perception of people about any institution plays a great role in its branding i.e. creating

it the world class or dropping it down. Therefore, the study of perception of people about UBS

will be of a great help not only in marketing our institution but also in changing any negative

perception people have about

it.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​6

In our study we are analyzing two main terms i.e. Perception and Branding. In layman’s

language, Perception is the idea that a person develops based on the amount of partial

information he/she is having. Branding in layman’s language refers to the paramount image

created in the mind of a person because of the visible advertisement done by the brand.

Theoretically branding being a process involved in creating a unique name and image for a
 product in the consumers' mind, mainly through advertising campaigns with a consistent theme.

Branding aims to establish a significant and differentiated presence in the market that attracts

and retains loyal customers. Therefore analysing perception of a user or potential customer

becomes important in the process of identification and mapping of an brand as people naturally

are of the belief that they should possess what they perceive is to be good hence, understanding

perception of University Business School (UBS) will give us great insights about what various

stake holders feel about this brand as an educational institute and provide us with data that have

never been attempted to survey.

CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​7

OBJECTIVE OF THE STUDY

Our Research will help the user understand several aspects of UNIVESRITY BUSINESS

SCHOOL; which is affected by its Branding strategies and the branding of the other B-Schools.

Every aspect here comprises of the type of entrance exam used, faculty-student ratio, regular

faculty, course curriculum, infrastructural exposure opportunities, placement status and

perception of various
stakeholders.

University Business School was participating in the rankings done by various agencies and till

that time we were in top 50 Best B- Schools of India. But after that we stopped participating in
 those rankings and with the boom of technology overpowering the perception of people about

UBS changed as the other new birds came up in the B-School Market with a huge investment

in branding of their
institutions.

Hence this study will help us in understanding and analysing the important factors that

formulate perception of a b-school, Specifically targeted to UBS from the point of view of its

stakeholder
s
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​8

RESEARCH PROBLEM
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​9

RESEARCH PROBLEM
What is the effect of Branding on University Business School done by itself and by the various

other B-Schools that have come up in the past 10 years in the B-School industry? Just having

the best internal structure in any organization does not lead it to the heights. Internal make up

make sure that the resources (May it be investors, sponsors, employees, etc.) which have

entered into the organization remain in the organization but it does not lead to getting more new

resources in the organization. Having a memorable logo long time back, won’t be of any help if

you cannot cope up with the modern day

contemporaries.

In this modern age, Branding is one of the most important aspects of any business. May it be

offline or online, BRANDING IS IMPORTANT. I define hereby BRANDING in context to

our research project; Branding is collective of what people perceive of an organization, its

reputation, its advertising strategies and even a logo. Branding does a lot of functions apart

from just creating a visibility; it makes you stand apart in such a tough competition world, it

helps you to impart more trust and credibility in the organization- the BRAND; along with

attracting newbies it tends to provide more motivation and direction to the current people in the

organization
etc.

In the sense of our research project, BRANDING has become the essential aspect as education
 industry has changed way more than we can think of. In the past 5-10 years, with the onset of

social networking, the educational institutions have marked their presence because of their
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​10

increased visibility not only in the industry but outside the industry as well. Many B-schools

that were unknown at the time of establishment of UNIVERSITY BUSINESS SCHOOL have

belled the industry because of the branding strategies that they have used. Just having the best

internal structure in any organization does not lead it to the heights. Internal make up make sure

that the resources (May it be investors, sponsors, employees, etc.) which have entered into the

organization remain in the organization but it does not lead to getting more new resources in

the organization. Having a memorable logo long time back, won’t be of any help if you cannot

cope up with the modern day contemporaries.

So, in our research problem we are just trying to figure out how these branding activities by our

B-School i.e. UBS and other major B-schools have changed the perception of Various

stakeholders about
UBS.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​11

RESEARCH QUESTION
 What is the Position of UNIVERSITY BUSINESS SCHOOL in the current B-School

Market? And how that perceptual position has changed over the years?

SUB-RESEARCH QUESTIONS:

1. What position did UBS hold in the early years of its inception?

2. How has the branding by upcoming B-Schools affected UBS? – Perception of people

3. How the position of UBS has been trending in the last few decades?

4. What is the perception of faculty of University Business School about the kinds of students

entering here in the past 10 years?

5. Where UBS is placed in the preference of admission by upcoming MBA Aspirants?

Our Research question and Sub-Research questions makes us ANALYSE every aspect of

UNIVESRITY BUSINESS SCHOOL; which is affected by its Branding strategies and the branding

of the other B-Schools. Every aspect here comprises of the type of entrance exam used, faculty-

student ratio, regular faculty, course curriculum, infrastructural aspects, personality development and

exposure opportunities and placement status.

CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​12
RESEARCH SITE

As the participants in this research viz. Stakeholders concerning to University Business School

Panjab University, Chandigarh, are geographically Scattered all across India and abroad as well,

Hence, research will be conducted ONLINE via a survey form floated across these Stakeholders

via
Internet

RESEARCH PARTICIPANTS

Research Participants will be all the Stakeholders Concerning to University Business

School Panjab University,

Chandigarh

1. MBA Aspirants

▪ Students currently pursuing MBA from UBS.

▪ Students currently Pursuing MBA from Colleges other than UBS.

▪ Students currently preparing or planning to enrol for MBA.

 2. UBS Alumni
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​13

RESEARCH METHODOLOGY

Research will primarily be Exploratory in nature which will include empirical conduct

and quantitative analysis of the data thus

obtained.

o Selection of Area of Research.

o Defining Research Problem its Aim and Objective

o Review Of Literature

▪ Review of Concepts and Theories

▪ Review findings of researches conducted in the same field.

o Research Design.

o Collection Of Data

o Analysis of Data

o ​Interpretation of Data analysed and Preparation of Report

CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​14
REASONS FOR ADAPTIG AFOREMENTIONED METHOD-

• As of now there are no researches done to understand and analyse brand perception of UBS

hence, the research becomes exploratory in nature.

• The research undertaken includes a perception modelling of UBS Brand through Brand equity

analysis, and hence will require extensive amount of data to be obtained from the stakeholders

to drive any
conclusions.

• The nature and type of Stakeholders differs vastly as there will be data from the perspectives

of MBA Aspirants Currently perusing MBA From UBS and other colleges as well, also there

will be separate set of Questionnaire formulated to understand perspective of UBS Alum

matter and Faculty.

• Ultimately data analysis will be done taking perception of various stakeholders and

calibration of data thus obtained with existing Document and data related to subject matter to

draw conclusions. Hence, aforementioned data collection methodology suits the desired

study.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​15
POTENTIAL CHALLENGES AHEAD:

• As of now there are no researches done to understand and analyse brand perception of UBS.

Hence, the roadmap ahead will be dynamic and Subjected to changes in strategies at every

successive stage (if required).

• The data obtained from questionnaire might not hold conclusive validity as the form will be

freely floated in Study groups to be filled by MBA Aspirants.

• There might be some challenges in the process of collecting data from Alum matter because

of limitations of data resources.

• Data collection from Faculties at UBS Could be a troublesome task hence exact strategies to

obtain data form them will be formulated after discussion and consultation with Prof. Purva

Kansal Ma’am .

• ​Overall magnitude of data Obtained might not be sufficient to provide absolute results, but

will help give researcher a vague idea about UBS’s Brand perception.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​16
 REVIEW OF LITERATURE
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​17

Review of Literature

• The Best Business Schools: A Market Based Approach

College rankings being one of the most pronounced factor for comparing B-Schools today,

learning about the actual process of rankings and the factors so considered became our utmost

priority before dwelling deep into researching on a particular B-School. This article provided us

with great insights about how various rating agencies rank different B-Schools and what actually
 are the factors considered by these ranking agencies and that to what weightage. There were

parts in this paper that helped us analyze how ranking procedure can be biased and what

implications it carries in formulating perceptions for different B-Schools

today.

• Business Schools in India:- Issues & Prospectus

Our research is all about perception of UBS among the various stakeholders of UBS. Primarily

the perception of a B- School is based on the Placement Packages, but placement packages

doesn’t come with the brand name of the B-School but the kind of education provided there

which includes Infrastructure, Faculty, Pedagogy, Industry Exposure, etc and the management as

to how efficiently and effectively all the available resources are used to make the most out for a

student’s time
there.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​18

• A Study of Factors Affecting the Selection Of B-School.

This article helped us in understanding factors that various MBA Aspirants hold up in their

minds before selecting a B-School and also influence of those factors over various stakeholders

of a B-School. In the contemporary world we have witnessed evolution of Education Institutes to

HARD CORE Business Enterprise. This study provided us with great insights on tricks of the
 trade played by various B-Schools as per to maximise their Revenues and attracting as many as

applicants as
possible.

• The five-step approach to ranking B-schools, Business Line

Although not a research article but one of the most informative article for our research paper that

helped us in gathering rudimentary idea of how actually this B-School Market works. This print

had a lot to offer us in terms of how B-School rankings are concluded and as an example gave

the reference of ranking data for the year 2015. This print offered a great deal of information for

how MBA as a career option has been trending over a past few years, which really gave us great

insights on what environment are we dealing with when formulating our research on UBS’s

Branding and perception over the

years.

Apart from information on how Rankings are concluded by parties external to the institute, this

print gave us a chunk of information on how actually are the top tier institutes like IIMs are

Exposing their students to and what difference does it really makes and also how to go about the

real learning process of management which could be very informative for Management

Aspirants
.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​19
• Mismanagement of Indian Management Education:

This article by Abhijit Bhattacharya provided us with great insights about the initial adoption of

pedagogy and philosophy of American B-Schools back in 60’s, but later chose to evolve on their

own and moved towards a more ambiguous and confusingly diverse set of courses and

pedagogy, which according to Bhattacharya has led to Indian B-Schools being left behind today

when compared to B-Schools Globally. His usage of “Everything to Everybody” model was a

really insightful example and will also help us to use this “Everything to Everybody” scale as a

Scale to compare various B-Schools in our study further.

• Being Good Versus Looking Good: Business School Rankings and the Circean

Transformation From Substance to Image:

This was so far the best paper we have been through as far as the narration is concern, the author

effectively uses the Theory of Circean transformation from substance to image from Greek

Mythology. This article explains how rankings of various B-Schools have made these B-Schools

to work specifically to improvise their image and to pay least attention to their existential core.

This article also talks in terms of both the external and internal factors that has lead to

contemporary issues surrounding B-School ranking and a change in perception model for various
 B-Schools and ultimately to their
conduct.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​20

• Quality of management education in India : Development of a Conceptual Model:

This research paper highlights the contemporary problems faced by B-Schools individually and

Management as a profession in Indian Context, the research initially highlights the problem of

Abundance of B-Schools across country Further leading to problems like lack of qualitative

Faculty, Infrastructure, Funding, Global Competition etc. The research initially formulates a

hypothesis that this abundance leads to a huge fall in the quality of education provided in these

B-Schools ultimately leading to inefficient

managers.

This research tries to formulate a instrument for quantifying quality of education

provided in a B-School but also acknowledged that quality of education in a B-School is a multi-

dimensional concept and thus required further work in this

field.

• How business schools lost their way, HBR

This article provides with powerful thought provoking insights on fundamentals of Management

education and how it is different or similar to other domains of study, how different management
 as a subject is, and how wrongly it is being practised. This article critically presents arguments

put forward by both people favouring and disowning the present conduct of B-Schools, This

article relates management education with study of Psychology and entirely disowns the idea of

teaching management similar to the study of

Science.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​21

• Branding B-Schools: Reputation Management for MBA Programs:

This article highlights the need of building reputation by the B-Schools, which have created a

unnecessary competition between various B-Schools, i.e. rather than competing in terms of

Actual quality B-Schools today compete with each other for their “Perceived Quality”. The

competition is so intense that there are examples where well known universities have hired

Marketing and consulting agencies.

This study helped us a lot in understanding how important reputation management is for a B-

School, and is one of those factors that actually have the capacity to make or break a well

performing B-School. Learnings from this study would be very important for us while studying

Reputation management done by various B-Schools and their results so far.

CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​22
 CONCEPTUAL FRAMEWORK
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​23

CONCEPTUAL MODEL

A conceptual model is a representation of a system, made of the composition of ​concepts ​and

constructs, which are used to help researchers ​know​, ​understand​, or ​simulate ​a subject the model

represents. It is also a set of concepts. It gives us a generalization that helps to create a process that

can be further applied to other researchers of same domain.

Brand
Association

Brand
Perceived
Awareness
 Quality
H1c ​
H1d ​Brand

Loyalt
y
H1

CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​24

HYPOTHESIS:

Following hypothesis have been identified for testing the validity and applicability of given

objectives. These hypotheses will be statistically analyzed by using various statistical tools.

The null hypothesis for our study is given H0 as below:

H0: There is no significant relationship between Brand Equity and Purchase Intention.

The following are the significant hypothesis:

H1: There is a significant relationship between Brand Equity and Purchase Intention.

H1a: There is a significant relationship between Brand Awareness and Purchase Intention
 H1b: There is a significant relationship between Brand Association and Purchase Intention.

H1c: There is a significant relationship between Perceived Quality and Purchase Intention.

H1d: There is a significant relationship between Loyalty and Purchase Intention.

CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​25

STUDY OF VARIABLES

Research Objectives Hypothesis Variables

To explore the Change in

Perception in UBS branding H1a: There is a significant
among various stakeholders. relationship between Brand
here is no significant
IDV: Brand Awareness and
Equity. Purchase
IDV: Brand
Intention
Equity.
.
IDV: Brand
nship between Brand
Awareness.
Equity and Purchase Intention.
DV: Purchase
Intention.
DV: Purchase
Intention
H1: There is a significant
relationship between Brand
Equity and Purchase Intention​.
IDV: Brand H1b: There is a significant
Equity.
relationship between Brand

Association and Purchase

DV: Purchase Intention

 .
IDV: Brand
Association.
DV: Purchase
Intention

DV: Purchase
Intention.
H1d: There is a significant

relationship between
Loyalty
H1c: There is a significant
and Purchase
relationship
Intention.
between
IDV:
Perceived Quality Loyalty.
and

Purchase
Intention. DV: Purchase
IDV: Perceived Intention
Quality.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​26
 DATA ANALYSIS
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​27

CURRENT UBS STUDENTS

Reliability Analysis

The reliability Testing is done by calculating the Cronbach’s Alpha which is the best measure to
evaluate

consistency of data. The value of Cronbach’s alpha for independent as well as dependent variables
should

be greater than 0.70 to ensure reliability of the

data
 Scale Reliability Statistics

McDonald's ω Cronbach's α Gutmann's λ6 Greatest lower bound

Scale 0.778 0.742 0.833 0.891

Note. It is found below that the Chronbach’s Alpha is greater than 0.70, therefore the data is reliable.

Demographics

Majority of the people

Perusing their masters in
management from UBS
are Freshers with 0-1 years
of work experience hence
the data thus collected
further can be age or
experience biased.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​28

It is very important to know the reasons for doing any job. In today’s world of calculated people, it
becomes

even more important to divulge deep into the reasons why a particular person has taken such a
specific
decision. When it comes to financial decision it becomes most important to look substantial reason for
the

same.

It is very important to know the reasons for doing any job. In today’s world of calculated people, it
becomes

even more important to divulge deep into the reasons why a particular person has taken such a
specific

decision. When it comes to financial decision it becomes most important to look substantial reason for
the

same.
Frequencies for Reasons to Choose UBS.

Frequency Percent Valid Percent Cumulative Percent

Return on Investment. 59 85.5 100.0 100.0

 For getting Good Job. 22 31.9 100.0 100.0

Enriching Knowledge Base. 17 24.6 100.0 100.0

For Just the Sake of It! 13 18.8 100.0 100.0

Entrepreneurial Venture. 7 10.1 100.0 100.0

Matrimonial Purpose. 3 4.3 100.0 100.0

CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​29
In our study we tried to look for the same and we were not astonished to see the highest votes for ROI.
This is
so because the fee we are paying here is very less as compared to our peers paying in other B-Schools.
The
second reason could be just a sub factor of ROI i.e. the fee we are paying here and the average package
that
our Placement Reports show is very high in ROI ratio.
Chart Title
70

605040302010​
0Return on
For getting Good Investment.
Job.
As seen above, students are not quite satisfied with the curriculum and hence very low people tend to join
UBS for the reason of Enriching Knowledge Base.
As UBS does not offer any specific stream or a course for developing so people have very low tendency
to
join UBS for the same.
Hence, from the above analysis, we can say that Financial Aspect plays an important role in making the
brand
equity of a brand and hence increasing its purchase intention among customers.
Enriching Knowledge Base.
For Just the Sake of It!
Entrepreneurial Venture.
Matrimonial Purpose.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​30

Loyalty and Recall

 Level Counts Total Proportion p

Do you recommend UBS to your friends? No 53 69 0.768 < .001

Yes 16 69 0.232 < .001

Note. Proportions tested against value: 0.5.

This is one of the most important aspects of our study because this aspect measures the loyalty of
UBS

students towards its own organization. It even measures the satisfaction level of the current students
within

their organization i.e. to the extent we understood this variable, it states that if the students are happy
and

satisfied with their institution, then only they will recommend their own institution to their friends and
peers.

This variable is based on the purchase intention behavior i.e. if the customer is satisfied with his
purchased

object then only he will recommend that product to other people who come to ask for
guidance.

Brand Loyalty
Level Counts Total Proportion p

Do you recommend UBS to your friends? No 53 69 0.768 < .001

Yes 16 69 0.232 < .001

Note. Proportions tested against value: 0.5.

CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​31
 This is one of the most important aspects of our study because this aspect measures the loyalty of UBS
students towards its own organization. It even measures the satisfaction level of the current students
within
their organization i.e. to the extent we understood this variable, it states that if the students are happy and
satisfied with their institution, then only they will recommend their own institution to their friends and
peers.
This variable is based on the purchase intention behavior i.e. if the customer is satisfied with his
purchased
object then only he will recommend that product to other people who come to ask for guidance.
Satisfaction Level Of Current UBS Students.
PLACEMENTS CURRICULUM LIBRARY FACILITY
SKILL DEVELOPMENT
OVERALL DEVELOPMENT Valid 69 69 69 69 69
Missing 0 0 0 0 0
Mean 3.188 2.812 3.464 2.725 3.029
Std. Deviation
0.8274 1.019 1.119 0.9983 0.9070
Minimum 1.000 1.000 1.000 1.000 1.000
Maximum 5.000 5.000 5.000 5.000 5.000
As our scale defined
1= Highly Dissatisfied
2= Dissatisfied
3=Neutral
4= Satisfied
5= Highly Satisfied
The above table shows the mean of the perception of UBS students regarding the following parameters
about UBS.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​32

According to this study, students here at UBS are quite satisfied with the placements their institution offers
as the mean reading for the perception parameter is slightly more than neutral.

Coming to curriculum parameter, students here at UBS are slightly dissatisfied with the curriculum of
the UBS.

Now, coming to the library facility of the department students are quite satisfied with
it.

The students of UBS are quite satisfied with skill

development.
The students at UBS are quite satisfied with the overall development facilities available at the
department.

Correlation Matrix

Correlation analysis is carried out further to test the defined hypothesis. Therefore in this section the

analysis was done in multiple segments to test each of the hypothesis defined for the study. The

correlation coefficient may range from –1 to 1, where –1 or 1 indicates a “perfect” relationship. The

further the coefficient is from 0, regardless of whether it is positive or negative, the stronger the

relationship between the two variables. Positive coefficients tell us there is a direct relationship: when one

variable increases, the other increases. Negative coefficients tell us that there is an inverse relationship:

when one variable increases, the other one decreases.

If the probability value is .000 (remember that the value is rounded to three digits), which is well below

the conventional threshold of p < .05, our hypothesis will be supported. There is a relationship (the

coefficient is not 0), it is in the predicted direction (positive), and we can generalize the results to the

population (p < .05).

CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​33

Pearson Correlations
PLACEMENTS CURRICULUM LIBRARY FACILITY
SKILL DEVELOPMENT
OVERALL DEVEL- OPMENT ​PLACEMENTS Pearson's r —
p-value — CURRICULUM Pearson's r 0.601*** —
p-value < .001 —
LIBRARY FACILITY
Pearson's r 0.508*** 0.516*** —
p-value < .001 < .001 —
 SKILL DEVELOPMENT
Pearson's r 0.598*** 0.642*** 0.537*** —
p-value < .001 < .001 < .001 —
OVERALL DEVELOPMENT
Pearson's r 0.698*** 0.404*** 0.392*** 0.707*** —
p-value < .001 < .001 < .001 < .001 —
* p < .05, ** p < .01, *** p < .001
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​34
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​35

UBS ALUMNI

The analysis of the force behind taking a decision is very important because this force is only the

determinant that a customer takes to prove his/her stance about taking that decision. When we asked

Binomial Test

Counts Total Proportion p

Return on Investment. 23 23 1.000 < .001

Enriching Knowledge Base 6 6 1.000 0.031

Getting a Good Job 7 7 1.000 0.016

I won't Join anyway 5 5 1.000 0.063

Entrepreneurial Venture 3 3 1.000 0.250

 Note. Proportions tested against value: 0.5.

the same question to Alumni of UBS and the current students of UBS, we got to a result that financial

factor is the most important part in moving towards a specific decision. Therefore, we see that return

on investment has been constantly a major determinant force behind taking admission into UBS.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​36

Perception for UBS Alum Matter of UBS.

Level Counts Total Proportion p

I recognize UBS as one of the premier B-Schools In

Note. Proportions tested against value: 0.5.
India.
No 6 22 0.273 0.052

Yes 16 22 0.727 0.052

This question was asked to test the loyalty of the UBS Alumni i.e. whether they are still having the same
view

about their Alma Mater as they had at the time of their course. The higher proportion of our respondents
still

appreciates their alma mater as one of the premier B-Schools in

India.

LOYALTY AND RECALL FOR UBS

Level Counts Total Proportion p

Do you recommend UBS to MBA ASPIRANTS? No 7 21 0.333 0.189

Yes 14 21 0.667 0.189

Note. Proportions tested against value: 0.5.

The response of Alumni to this question is more of positive because of the attachment they have with
their

Alma Mater. There is some negative response as well and this was contradictory to our expectation.
The
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​37

reason for this might be that there are many new B-Schools that have come up in past few
years.

BRAND ASSOSIATION

Level Counts Total Proportion p

Are you proud to be a part of UBS? No 2 21 0.095 < .001

Yes 19 21 0.905 < .001

Note. Proportions tested against value: 0.5.

 Every Alumnus is always connected to its base and hence they are proud to be the part of their Alma
Mater.

The same is the case with the Alumni of

UBS.

Satisfaction Level Of UBS Alums.

Level Counts Total Proportion p

How satisfied were you with UBS at that satisfied

3 22 0.136 < .001
point of time?
Neutral 8 22 0.364 0.286

Note. Proportions tested against value: 0.5.

Satisfied 11 22 0.500 1.000

Very
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​38
Descriptive Statistics
PLACEMENTS CURRICULUM Skill
Development
The satisfaction level of the Alumni base hasn’t been dissatisfied ever. This perception is having a quite
much
deviation when compared to the current UBS students. This deviation might be because of the fact that
earlier
UBS was the only B-School in the northern region of India specifically and one of the few numbers of B-
schools in India.
LIBRARY FACILITY
OVERALL DEVELOPMENT Valid 21 21 21 21 21
Missing 0 0 0 0 0
 Mean 3.524 2.857 2.333 3.143 2.619
Std. Deviation
0.7496 1.236 1.155 0.8536 1.024
Minimum 2.000 1.000 1.000 2.000 1.000
Maximum 5.000 5.000 5.000 5.000 5.000
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​39

MBA ASPIRANTS
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​40

MBA ASPIRANTS

Frequencies for Features That may tempt you to join UBS

Counts Total Proportion p

Return on Investment. 23 23 1.000 < .001

Enriching Knowledge Base 6 6 1.000 0.031

Getting a Good Job 7 7 1.000 0.016

I won't Join anyway 5 5 1.000 0.063

Entrepreneurial Venture 3 3 1.000 0.250

Note. Proportions tested against value: 0.5.

The most important facto ​the same question to Alumni of UBS and the current students of UBS, we got

to a result that financial factor is the most important part in moving towards a specific decision.

Therefore, we see that return on investment has been constantly a major determinant force behind

taking admission into

UBS.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​41

This question was asked by the respondents in order to see whether they are completely focused on
taking

CAT and applying for the colleges that take only CAT score into consideration. We saw that most of
the

respondents are focussed on giving the CAT exam and hence making them eligible for applying for the

admission in UBS.

Frequencies for Exams taken by Sampled Aspirants

Counts Total Proportion p

CAT 31 31 1.000 < .001

XAT 10 10 1.000 0.002

GMAT/GRE 5 5 1.000 0.063

SNAP/NMAT 6 6 1.000 0.031

Note. Proportions tested against value: 0.5.

back to School
again.
The age characteristic here shows that till what age our respondents Descriptive Statistics
are
Ag
willing to take CAT exam, as this exam doesn’t have any age
e
limit
Valid 32
connected to it. The mean value of the age of the aspiring MBA
Aspirants
Missing 0

shows that the younger population is highly motivated to channelize

Mean 22.31
their

Std. Deviation 1.491

budding energy into doing MBA. And as the age increases, it
becomes
Minimum 20.00
difficult for the respondent to leave their handsome paying job and
go
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​42

Frequencies for People currently pursuing their MBA/PGDM/MIM Degree:

Level Counts Total Proportion p

Are you Currently Pursuing Your MBA/PGDM/MIM Degree?

No 9 32 0.281 0.020
 Note. Proportions tested0.020
Yes 23 32 0.719 against value: 0.5.

This question was asked to analyse the awareness factor of the people from this sample of our respondents

who are currently pursuing their MBA/PGDM from B-Schools other than UBS .this was just a
frequency

analysis of the
same’.

Frequencies for People that recognise UBS as one of the premier B-Schools In

India.

Level Counts Total Proportion p

I recognise UBS as one of the premier B-Schools In

Note. Proportions tested against value: 0.5.
India.
No 8 32 0.250 0.007

Yes 24 32 0.750 0.007

CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​43

This is the most important question asked here to check the perception of our respondents. Here, because
if

people don’t know about a particular idea they can not build a perception about it. Hence majority of
our
sample knew about UBS as a premier B-Schools. But there is still some population left here that is
still

unknown about any such B-School existing here in India. The reason for this ignorance may be because
they

might not about UBS as itself but they might know the Brand Name of PANJAB UNIVERSITY and when
we

link this brand name to our business scholl, then this determinant might change to a more positive
value

Frequencies for People who have UBS in their list of DREAM B-Schools.

Level Counts Total Proportion p

Do you have UBS in your list of DREAM B-SCHOOLS? No 24 32 0.750 0.007

Yes 8 32 0.250 0.007

Note. Proportions tested against value: 0.5.

The analysis of this question disheartened us a lot as majority of our respondents are not having such a
premier

B-School in the list of their dream colleges. The reasons for the same are discovered after they have
ranked

UBS on various parameters of the

observations.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​44
Descriptive Statistics For Perceived Quality
OVERALL
OVERALL
PLACEMENTS CURRICULUM LIBRARY
DEVELOPMENT
FACILITY DEVELOPMENT
SKILL

DEVELOPMENT

Valid 32 32 32 32 32

Missing 0 0 0 0 0

Mean 3.406 3.406 3.406 3.344 3.438

Median 3.500 4.000 4.000 3.000 3.500

Mode 4.000 4.000 4.000 3.000 4.000

Std Deviation
. .8007

Minimum 2.000 2.000 2.000 2.000 2.000

Maximum 5.000 5.000 5.000 5.000 5.000

As we see here, we are quite satisfied with the perception of the young aspirants who are going to take
CAT

this year or might be in 2019/2020, about all of the factors such as Placements, Curriculum etc except
for

overall development. For this factor determinant we need to put up more efforts to make it more
visible

outside the
department.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​45

Frequency for people that recommend UBS to their Friends

Level Counts Total Proportion p

Do you recommend applying for UBS to your friends? No 8 32 0.250 0.007

Yes 24 32 0.750 0.007

Note. Proportions tested against value: 0.5.

The usual answer for this question is YES. And the reasons for this have been discussed above i.e.
GOOD

ROI, satisfied placements, comprehensive curriculum

etc.

Descriptive Statistics Comparative

Perception Of Sample Surveyed:

UBS is better than most B-Schools in India.

Valid 32

Missing 0

Mean 3.188

Std. Deviation 0.9980

Minimum 2.000

Maximum 5.000
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​46

COMPARITIVE ANALYSIS
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​47

CURRENT STUDENTS

Binomial Test
 Level Counts Total Proportion p

Did you have UBS in your list of DREAM B- Note. Proportions tested against value: 0.5.

SCHOOLS?
No 35 69 0.507 1.000

Yes 34 69 0.493 1.000

The current students show a approx 50-50 response in classifying UBS in their list of dream B-

Schools. This analysis takes us back to the previous analysis that yes, people at UBs recognise UBS

as one of the premier B-Schools but when it comes to having it placed in their list of dream B-

Schools, then this is a shocking revelation. This question further takes us to another step of our

research and that is the LOYALTY.

CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​48

BRAND LOYALTY AND RECALL

Binomial Test

Level Counts Total Proportion p

UBS STUDENTS No 16 69 0.232 < .001

 Yes 53 69 0.768 < .001

UBS ALUMNI No 8 22 0.364 0.286

Yes 14 22 0.636 0.286

OTHER MBA ASPIRANTS No 8 33 0.242 0.005

Yes 25 33 0.758 0.005

Note. Proportions tested against value: 0.5.

The loyalty in case of recommendation is measured in case of this question. The above table shows a

declining trend starting from MBA ASPIRANTS being the highest , then the current students being

ranked higher in loyalty than UBS ALUMNI but less than the sample containing MBA ASPIRANTS

and people pursuing their MBA course from other other B-Schools except UBS. The reason for this

declining trend could be difference in the expectations of current MBA students & Alumni with

respect to the expectations of MBA

ASPIRANTS.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​49

MBA ASPIRANTS
Binomial Test

Level Counts Total Proportion p

I recognise UBS as one of the premier B- Do you have UBS in your list of DREAM B-

Schools In India. SCHOOLS?

No 8 33 0.242 0.005 No 25 33 0.758 0.005

Yes 25 33 0.758 0.005 Yes 8 33

I'd Love to be a part of UBS. No 16 33 0.485 1.000

Yes 17 33 0.515 1.000

Do you recommend applying for UBS to your Note. Proportions tested against value: 0.5.

friends?
No 8 33 0.242 0.005

Yes 25 33 0.758 0.005

This data explains the perception of MBA ASPIRANTS and the people from other B-Schools. The
analysis

shows us that most of the aspirants in our sample recognise UBS as one of the premiere B-Schools in
India.

The proportion i.e. 75.8% of our population in this sample, is a good indicator of the popularity of UBS. And
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​50

making a perception among these newbies is a major outcome of the popularity i.e. having a great
popularity

makes a great impact in the perception in the minds of

people.

Even after giving the tag of Premiere B-School to UBS, people still not have placed it in their list of Dream
B-

Schools. It is very shocking to see such a contrasting outcome. The reason for this cause still needs to
be

further researched for such a contrasting behaviour. As the other variables connected to it are also very

contrasting i.e. people highly want to be a part of UBS but again they do not place it their aimed
B_Schools.

The same is the case with the recommendation to their friends and peers. They highly recommend it to
the

peers.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​51
 CONCLUSION
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​52

CONCLUSIONS

In our study we tried to analyze the deviation in the perception among various stakeholders based on
the

branding done by UBS and the other B-Schools that have come up in the past few years. We saw that there
in

different amount of deviation in their perception among various variables of UBS. There is a high
possibility

that MBA Aspirants who recognize UBS as one of the premiere B-school could convert into the
definite

admissions in the upcoming year based on the efforts made by the current UBS students, the
administration

here and most importantly the highly educated faculty present here. It gives us an idea on what
parameters

UBS as a premiere B-School needs to work upon and hence compete in a more constructive way with other
B-

Schools
.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​53

REFRERENCES

• BHATTACHARYA, A. (2010). Mismanagement of Indian Management education. Economic and

Political Weekly, 45(24), 14-17.

• Gioia, D., & Corley, K. (2002). Being Good versus Looking Good: Business School Rankings and
the Circean Transformation from Substance to Image. Academy of Management Learning &
Education, 1(1), 107-120

• Branding B-Schools: Reputation Management for MBA Programs, Corporate Reputation Review,
April 2000, Volume 3, Issue 2, pp 171–178

• Tigga, Amar & Pathak, Pramod & Kumar, Rohit. (2014). Branding of B-School by
understanding the Expectations of its Three Major Stakeholders. Indian Journal of Marketing.
44. 7-23. 10.17010/ijom/2014/v44/i10/80114.

• Bennis, W. G., & O’Toole, J. (2005). How business schools lost their way. Harvard business
review, 83(5), 96-104.

• Kumar, Sanjeev & Dash, MK. (2011). Management education in India: Trends, issues and
implications. Research Journal of International Studies. 18. 16-26.
 • The five-step approach to ranking B-schools, The Hindu Businessline-Mbauniverse.com 12,13

• Tracy, J. and Waldfogel, J. (2018) ‘The Best Business Schools : A Market-Based Approach, The
Journal of Business , Vol . 70 , No . 1 ( Jan ., 1997 ), pp . 1-31 Published by : The University of
Chicago Press Stable URL : http://www.jstor.’, 70(1), pp. 1–31.

• S. Jayaraman, Sunny Arora (2012), BUSINESS SCHOOLS IN INDIA: ISSUES AND

PERSPECTIVES, AIMA Journal of Management & Research, May 2014, Volume 8 Issue 2/4

• Shahaida, P;Rajashekar, H.;Nargundkar, R. (2013) ‘Quality of management education in india:

Development of a Conceptual Model’, International Journal of Management Practises and Thought,
pp. 1–11.
CHANGE IN PERCEPTION OF UBS BRANDING AMONG ITS VARIOUS STAKEHOLDERS. ​54