Universities today devote serious effort to attract international students. The purpose of this research is to understand the motivation factors that impact international student choices in selecting Indian higher education as a study-abroad destination. This quantitative study examines the choice criteria of 249 full-time international students from the countries of Asia and Africa. A number of choice factors were identified. Results indicate that international students at Indian universities consider ‘university characteristics’ and ‘influence of social networks’ as the most important motivation factors that determine destination choice. The study findings suggest a value proposition canvas consisting of teaching quality, university rankings, safety and availability of academic courses as its foremost constituents. The paper notes decision-making influences and identifies implications for marketing actions of a developing host country operating in a competitive international student market.

中文翻译：

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留学生在印度大学学习的动机：对价值主张和定位策略的影响

今天的大学致力于吸引国际学生。这项研究的目的是了解在选择印度高等教育作为留学目的地时，会影响国际学生选择的动机因素。这项定量研究考察了来自亚洲和非洲国家的249名全日制国际学生的选择标准。确定了许多选择因素。结果表明，印度大学的国际学生认为“大学特色”和“社交网络的影响力”是决定目的地选择的最重要动机。研究发现提出了一个价值主张画布，其中包括教学质量，大学排名，安全性和学术课程的可用性作为其最重要的组成部分。