The focus on tangibility is perhaps an easy way of pushing the prospective students through the purchase funnel but it will not
be prudent to question this strategy’s affectivity when thinking about a long term competitive advantage through a well
designed marketing strategy. In a high involvement purchase decision perhaps the students might put more emphases on the
intangible factors as mentioned earlier. And it is perhaps the referral process through word of mouth that will be given more
importance compared to the claims made by the degree offering institutions on their websites. Many researchers have
identified this source of information as more credible than the latter one (Crotts, 1999; Perdue, 1993). With the availability of
Social Media spreading this word has become much easier than it was in the past. One cannot emphasize more, the power of
the post purchase feedbacks in an educational institution’s marketing context.