A STUDY ON CUSTOMER PREFERENCE TOWARDS VARIOUS ED-TECH BRANDS AMONG STUDENTS WITH REFERENCE TO COIMBATORE CITY

In recent years, the educational landscape has undergone a significant transformation with the rise of Ed-Tech platforms offering digital learning solutions to school students. This study aims to analyze customer preferences towards various Ed-Tech brands among school students in Coimbatore city. The research investigates the key factors influencing the adoption of these platforms, including content quality, pricing, user experience, technological accessibility, brand reputation, and peer influence. Primary data was collected through structured questionnaires distributed among students and parents in Coimbatore. The findings indicate that interactive content, personalized learning paths, and curriculum alignment are major drivers of customer preference. Among the various Ed-Tech brands, BYJU’S, Vedantu, and Toppr were observed to have strong brand recall and engagement among users. The study offers valuable insights for Ed-Tech companies to better understand the preferences of school-level users and tailor their offerings to meet the evolving educational needs of students. Keywords: Ed-Tech, customer preference, school students, digital learning, Coimbatore, online education, brand perception, educational technology.