Push-Pull Dynamics in Medical Education Choice: Strategic Marketing Framework for Indian Students in Metro Manila

Abstract

Anchored on the Push-Pull Theory of Migration, this study examined the push-pull dynamics influencing Indian medical students’ decisions to pursue medical education in selected medical schools in Metro Manila, Philippines. The study employed a quantitative descriptive-comparative research design and utilized a structured survey questionnaire with influence-based rating scales. Data were analyzed using descriptive statistics and inferential tests to determine differences in perceptions based on age, sex, year level, and family income. The findings revealed that major push factors in India included the limited availability of medical seats, the high cost of education, and stringent admission requirements. On the other hand, the decision to study in the Philippines was shaped by key pull factors such as affordability, ease of admission, English-medium instruction, and the perceived quality of medical education in the Philippines. The results further showed that age, year level, and family income significantly influenced respondents’ perceptions, while sex showed significant differences. Based on the findings, the ACCESS-CAREER Strategic Marketing Framework was developed to guide institutions in enhancing the attractiveness, global competitiveness, and sustainability of Philippine medical schools.