Factors that influence parents' choice of pre-schools education in Malaysia: an exploratory study

Dahari, Zainurin and Ya, Mohd Sabri (2011) Factors that influence parents' choice of pre-schools education in Malaysia: an exploratory study. International Journal Business and Social Science, 2 (15). pp. 115-128. ISSN 2219-1933 (Print), 2219-6021 (Online)

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Abstract

The objective of this study is to identify the important factors contribute most to parents' choice of pre-school for their children. Parents' choice of pre-school is influenced by various factors that are mostly associated with the pre-school institution itself. Parent have different educational believes and preferences which puts them in a dilemma when making decision for their children pre-school education. it is important for pre-school businesses to meet the needs of both parents and children in order to attract and retain their customer. Data was collected using a survey questionnaire. The sample consisted of 162 parents who have pre-school children. Multiple regression analysis was used to identify the predictor variables that contributed to the choice of pre-schools. The main factors that influence parents' choice of pre-schools are branding, private-run institutions, safety and security, quality of teaching and hygiene. English medium and religion-based pre-schools are the preferred pre-schools chosen by these parents.

Item Type:	Article (Journal)
Additional Information:	4133/11273
Uncontrolled Keywords:	Pre-school, education, Malay, parents, consumer, decision making
Subjects:	L Education > LC Special aspects of education > LC1001 Types of education L Education > LC Special aspects of education > LC1390 Education of special classes of persons L Education > LC Special aspects of education > LC65 Social aspects of education
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User:	Dr Zainurin Dahari
Date Deposited:	19 Dec 2011 20:37
Last Modified:	19 Dec 2011 20:37
URI:	http://irep.iium.edu.my/id/eprint/11273

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