A Study on Deciphering the Antecedents of Changing Textbook Reading Habits of Management Students

ABSTRACT

Enormous growth in management education has boosted the growth of publishing houses publishing books related to management education. This growth also paved the way for the entry of numerous international and global publishers. However, advent of digital content and a transactional shift in students’ preference from traditional textbook reading to digital content is an area of concern to the academics and publishing industry. There is a dearth of such studies on trying to decipher the factors causing a shift in the textbook reading behaviour of management students. Current study attempts to decipher the antecedents of changing textbook reading habits of management students. A sample of 200 management students selected from two public and two private universities in Punjab was used to decipher the antecedents of textbook reading habits of students. Factors most contributing towards this shift were also explored. The study concludes in implications for textbook publishing industry.

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