Social Influence and Higher Education Choices Among College Women– An Empirical Study

The study explores into the examination of social inuence on the decision-making processes of college women, to a limited extent from a small population and sample. This exploration is predominantly conducted through the aid of the Planned Behaviour theory and its variables. The variables utilized in this research have been drawn from existing literature, with a notable reference to Agnis Stibe's 2019 study. Furthermore, an additional variable, labelled "family inuence/pressure," has been integrated into the research instrument for the Indian context and inuence on decisions of college women. This variable encompasses statements related to parental educational qualications and siblings' education to justify the above inuence in link with Family inuence/pressure. It is assumed that qualied parents would have more inuence on the decision of college women in the Indian context. 97 students from a Business school were studied on this research area by interviewing them with major statements on their decision-making and their choices. The researcher perceives that the inclusion of this variable would signicantly amplify the study's comprehension, particularly with regard to the decision-making processes of college women. This research extends the application of the planned behaviour theory to explain the reciprocal aspect of social inuence on the decisions and choices of college women. The constructs under investigation are also scrutinized in conjunction with the “qualication variable” to recognize any noticeable differences between them.