The Impact of Advertising on Consumer Behavior in the Education Sector: A Critical Analysis

Abstract

In the modern era of globalization and digital transformation, advertising has become a central factor in shaping consumer choices across industries, including the education sector. This study critically analyzes the role of advertising in influencing consumer behavior, focusing on how various promotional strategies affect awareness, perception, and decision-making among students, parents, and professionals. Using a sample size of 400 respondents and primary data analyzed through SPSS, the research highlights the dual function of advertising: as an informative medium that provides essential details on faculty, infrastructure, placements, and affordability, and as a persuasive mechanism that appeals to aspirations, prestige, and career advancement. The findings reveal that digital and social media platforms are the most influential channels, particularly for younger consumers, while traditional advertising remains relevant among older demographics. Results further show that rational appeals such as accreditation and career outcomes strongly affect decisions, but emotional appeals like prestige and social mobility also play a decisive role. Ethical concerns such as exaggerated claims, commodification of education, and consumer skepticism are also noted. Overall, the study concludes that advertising is indispensable in shaping consumer behavior in the education sector, but its effectiveness depends on authenticity, transparency, and alignment with institutional deliverables.