In the invigorating domain of higher education, students and their families encounter a labyrinth of alternatives. Selecting the right institution is a fundamental decision that can influence one’s academic and professional future. Enter the concepts of “stated preference” and “revealed preference,” two lenses through which we can analyse the decision-making process of students. But what role do these preferences play in the Indian higher education landscape, and how do brand consultants navigate this intricate web of choices? Let’s delve into this nuanced journey.

Stated Preference: The Idealised Vision

In the world of higher education, “stated preference” refers to the choices individuals articulate when asked about their ideal educational environment. These preferences are often shaped by factors such as reputation, location, programme offerings and personal aspirations. When asked, students may express a desire to study at prestigious institutions with renowned faculty, excellent infrastructure, and a vibrant campus life.

For students and their families, higher education is a pivotal investment, and they intend to make the most informed choice possible.
Stated preferences, therefore, serve as the compass that pilots them toward the educational environment they believe will best nurture their academic and personal growth.

Revealed Preference: The Real Choices

While stated preferences are what individuals express, “revealed preference” delves into the choices they make. It’s the reality check that often uncovers a different narrative. Students’ decisions are not only influenced by their idealised visions but also by utilitarian factors like affordability, accessibility, and acceptance.

Let’s take the example of Rajesh Kapoor, a student hailing from a quaint town in India. He expressed his desire to pursue his studies at one of the Ivy League universities, in the United States, fascinated by the reputation and international opportunities it offered. However, when the time arrived, his revealed preference took a different turn. Financial constraints and scholarship offer led him to enrol in a respected Indian university, an option that aligned better with his family’s budget.

Rajesh’s journey reflects the intricate interplay between stated and revealed preferences in the context of Indian higher education. While aspirations may be global, practicality often keeps students rooted in their domestic and national territory.

The Role of Brand Consultants

Brand consultants play a crucial role in closing the divide between what individuals express as their preferences and what their actual behaviours and choices reveal. By understanding the aspirations of students and the realities they face, brand consultants craft strategies to help institutions align their offerings with these nuanced desires.

Maghan Varkey, co-founder of Edunoia, shares her methodology, “Our role is to make institutions resonate with the real choices students make. We don’t just promote the idealised vision; we highlight the tangible benefits, unique opportunities, and the value proposition of each institution.”

Here’s how brand consultants navigate this complex terrain:

Strategic Positioning: Consultants work closely with institutions to identify and emphasise their strengths, whether it’s their faculty’s expertise, innovative programmes, or their impact on local communities. This strategic positioning ensures that the institution’s image aligns with the revealed preferences of students and their families.

Effective Communication: Crafting compelling narratives that resonate with the target audience is a hallmark of brand consultants. They communicate how an institution’s offerings align with the practical needs and aspirations of students, ensuring that the messaging is not solely based on stated preferences.

Navigating Global vs. Local Aspirations: In a country as diverse as India, where students often harbour global aspirations while dealing with local realities, brand consultants strike a balance. They position institutions to offer relevant and practical solutions to students, acknowledging the dichotomy of their preferences.

Adaptability and Innovation: The higher education landscape is dynamic. Consultants stay attuned to shifting preferences and adapt their strategies accordingly. They encourage institutions to innovate and evolve, aligning with the evolving needs and choices of students.

Conclusion: Charting the Path Ahead

In the ever-evolving landscape of Indian higher education, the dynamic between stated and revealed preferences continues to shape the choices of students. As students and their families aspire for the best education possible, it’s the task of brand consultants to ensure that institutions not only match the idealised vision but also align with the real choices students make.