A STUDY ON THE DECLINE OF CAREER-DRIVEN BEHAVIOUR AMONG TODAY'S STUDENTS IN COIMBATORE.

ABSTRACT This study focuses on the growing lack of career-driven behaviour among today’s students. And seeks to understand the factors contributing to reduced ambition, goal clarity, and career preparedness. In recent years, noticeable changes have emerged in how students perceive education and career planning. The present study focuses on how it appears among students in Coimbatore. Recognizing the importance of these challenges, the study aims to examine the factors contributing to the decline in career-driven behaviour among students in Coimbatore. By analyzing students’ attitudes, motivations, and perceptions, the study seeks to provide insights that may assist educational institutions in strengthening career guidance practices and encouraging students to engage more actively in career planning and long-term goal development. KEYWORDS Career-driven behaviour, Career planning, Student Motivation, Psychological barriers, Employability skills, Digital media influence.