Marketing Research Association, USA The first agency in Vietnam certified 20252 by British Standards
Market research top-line
HCMC
March 2012
HA NOI
DA NANG
Topic:
PERCEPTION AND TENDENCY OF PARENTS IN CHOOSING SCHOOL FOR THEIR CHILDREN
About:
Viettrack is a monthly consumer research report of FTA Research & Consultant, aims to deliver opinions, evaluations and perceptions of consumers about various topics including economic situation, new trends, products & services etc.
We do hope that Viettrack could help producers and marketers feel the breath of consumers, from which find out the most appropriate way to satisfy the consumers’ needs which is increasingly sophisticated.
Viettrack is done according to ISO 20252:2006, the international quality standard in market research and ESOMAR code of conduct.
Viettrack – March 2012 : Sample size: N = 300 HCMC = Hanoi = Danang = N = 100
Target Respondent: The parents of students in all levels of education system (kindergarten, primary, junior - senior high-school, high school, university/ college) Economic class : ABCD
CONTENTS SECTION A: PERCEPTION ABOUT EDUCATION
SECTION D: DECISION MAKING BEHAVIOR
SECTION B: CONSIDERED FACTORS OF EDUCATION INSTITUTION SCHOOSING
SECTION C: MEDIA HABITS
SECTION A: PERCEPTION ABOUT EDUCATION
Which age ’s best suitability to begin some courses
Difficulties when choosing & registering a school in regular education system The mutual impact between student learning capacity/ learning result and education environment Assessment toward the current situation of education Satisfaction level of children current school of regular education system
Studying expenditure
WHICH AGE ’S BEST SUITABILITY TO BEGIN LEARNING LETTERS Almost parents assume that the best suitability age for their kid to begin learning letters is around 5 – 6 years old. (This is also the age of pre-primary & primary school) The mostly ideals of parents in HCMC & Hanoi are similar with the best suitable age is 5 – 6 yrs. However, Danang is 4 – 5 yrs.
TOTAL
3 – 4 yrs old
18
5 yrs old
HA NOI
16
34
6 N = 300
22
27
59
3
52
50
6 N = 100
DA NANG
15
22 42
6 yrs old
7 yrs old
HCMC
17
9 N = 100
N = 100 Base on all respondents
WHICH AGE ’S BEST SUITABILITY TO BEGIN LEARNING SOME COURSES OUT OF REGULAR CURRICULUM
In general, foreign language is one of the most important courses that the parents concern, thus they tend to let their kid soon approach this course in the age of 5 – 7 years old. This is also considered as the best grow period of kids with the showing of their aptitudes. Hence, children are given to join the aptitude course in the range of age too.
In learning computer skill and soft skill, almost parent assume that the age of 11 and above is most suitable for their kids to begin learning these skills because from this age, they are grow enough to acquire any new knowledge and soft skills
The age's best suitability to begin learning course
3 - 4 yrs old 5 yrs old 6 yrs old 7 yrs old 8 yrs old 9 yrs old 10 yrs old From 11 yrs old & above
Foreign languages
Computer skills
Soft skills
Aptitude courses
6 17 31 19 9 6 7 5
0 1 8 15 19 14 17 26
0 2 8 17 10 14 12 37
6 16 20 15 11 9 8 15
Base on all respondents N = 300
DIFFICULTIES WHEN CHOOSING & REGISTERING A SCHOOL PRIMARY SCHOOL “The regulation of choosing school according to the living area” and “Complicated registration procedure/ processing” are mentioned as the most difficult matters that parents have to face when registering primary school for their kids. Beside that, considering between “Vietnamese school and International school”, and “specialized-gifted school and normal school” is also in the top concerned matters of parents in choosing a primary school. This fact expresses how care of parents about their kid’s education TOTAL
HCMC
Complicated registration procedure/ processing
38
The regulation of choosing school according to the living area
37
Considering between Vietnamese school and International school
36
Considering between specialized - Gifted school and normal school
34
School fees The overload status of state-owned schools in regular education system, difficult registration
23 23
Learning capacity
22
Unclear of enrollment procedure
20
HA NOI 49
33
42
17
Lack of official introduction channel/ information about schools
16
15
33
33
12
17
26
44
20
Too many unofficial sources of information, lack of specific instruction from responsible people
26
49
24
12
33
44
32
20
DA NANG
16
27
28
24
21
24
23
13 22
21 9
N = 120 N = 40 N = 40 N = 40 Based on all parents of students in Kid-Nursery & primary school
DIFFICULTIES WHEN CHOOSING & REGISTERING A SCHOOL HIGH SCHOOL Unlike primany education level, almost considerated matters are related to the learning ability of students, such as “considering the entrance school standard mark”, “learning capacity”; “Specialized–gifted school”… In addition, considering between “Vietnamese school and International school” also takes interest of parents, especially in HCMC & HN TOTAL
HCMC
Considering the entrance school standard mark
45
35
Learning capacity
43
38
Considering between specialized - Gifted school and normal school
41
35
The regulation of choosing school according to the living area
40
School fees
39
The overload status of state-owned schools in regular education system, difficult registration
32
Considering between Vietnamese school and International school
31
Complicated registration procedure/ processing
30
HA NOI
DA NANG
49
51
37
53
32
30
56
27 43
60
22
23
51 34
40
42
25
27
38 13 38
Lack of official introduction channel/ information about schools
21
Too many unofficial sources of information, lack of specific instruction from responsible people
21
13
15
36
Considering of choosing the learning major
20
10
15
33
Unclear of enrollment procedure
19
N = 120
20
15
N = 40
12
10
N = 40
31
31
N = 40
Based on all parents of students in high school (Junior & Senior)
DIFFICULTIES WHEN CHOOSING & REGISTERING A SCHOOL UNIVERSITY/ COLLEGE Because of relating to the future career, thus “Learning major” is one of the most concerned matter when choosing a university/ college. Another factor which decides the learning opportunity of student toward a target university/college is the “Entrance school standard mark” and “learning capacity”. “School fees” of University/ college is also an important matter. There is no significant difference in 3 areas. TOTAL
HCMC
Considering of choosing the learning major
64
Considering the entrance school standard mark
33
Complicated registration procedure/ processing
33
Considering between Vietnamese school and International school
25
Lack of official introduction channel/ information about schools
23
The overload status of state-owned schools in regular education system, difficult registration
14
40
14
The regulation of choosing school according to the living area
11
5
48 44 26 44
24 20
5
N = 60
40
25
13
39
33
5
Considering between specialized - Gifted school and normal school
57
52
15
19
78
48
40
27
Too many unofficial sources of information, lack of specific instruction from responsible people
65
62 55
44
Unclear of enrollment procedure
67
35
53
Learning capacity
DA NANG
60
59
School fees
HA NOI
N = 20*
26
19
26
10
26
5 19
N = 20*
9
N = 20*
Based on all parents of students in university/ college *: Sample size is very small
THE MUTUAL IMPACT BETWEEN STUDENT LEARNING CAPACITY/ LEARNING RESULT AND EDUCATION ENVIRONMENT Most of parents assume that education environment has strong impact on learning capacity and learning result of children. Especially the impact of teacher (Pedagogic method and the way of appreciation/ criticism) is very close related Top 2 boxes
TOTAL Pedagogic method will has strong impact on student’s studying 6 result
44
The way of teacher appreciation/criticism will impact on kid’s learning attitudes1 5
50
53
Sitting beside a good student or make friend with good students in class will let kid’s studying result better 9 The studying result of kids will be influenced by the general result of learning capacity of whole class13 Kids study in a good education environment with very good facitities/studying equipments will get higher studying result
Definitely disagree
Disagree
56
12
13
Participating too much on Youth Union/ student’s club activities will have bad influences on kid’s studying result 7
40
35
47
14
22
36
42
15
Normal
31
31
25
Agree
Means
94
4.45
93
4.33
91
4.27
83
4.15
73
3.89
56
3.46
Definitely agree
Base on all respondents N = 300
SPENDING ON CHILDREN’S STUDYING COST
The average expenditure for a kid who study Vietnamese school is around 2 million/month.
There are a significant different between studying cost of kids in Vietnamese school and International school fees with the range of International school pupil average expenditure is mostly around 4 – 8 million/month
PRIMARY
Less than 2 millions 3% 2%
2 - 4 millions
17%
4.1 - 6 millions
6.1- 8 millions
Average cost of each month 40%
15%
23%
8.1 - 10 millions More than 10 millions
International Vietnamese Primary school Primary school
N = 60
N = 20*
N = 40
5
75
2 millions - 4 millions
20
25
4.1 millions - 6 millions
30
0
6.1 millions - 8 millions
35
0
8.1 millions - 10 millions
5
0
More than 10 millions
5
0
Less than 2 millions
Based on all parents of primary school * : Sample size is very small
SPENDING ON CHILDREN’S STUDYING COST
As well as in Primary level, average expenditure of International High school pupil is around 8 million/month while Vietnamese High school pupil is 2 – 4 million/month
HIGH SCHOOL
International Vietnamese Average cost of each month High school High school
Less than 2 millions
2 - 4 millions 4.1 - 6 millions
8%
2% 25%
18%
6.1- 8 millions
15%
32%
8.1 - 10 millions More than 10 millions
N = 120
N = 40
N = 80
5
44
2 millions - 4 millions
15
49
4.1 millions - 6 millions
25
5
6.1 millions - 8 millions
35
0
8.1 millions - 10 millions
15
2
5
0
Less than 2 millions
More than 10 millions
Based on all parents of students in high school (Junior & Senior)
SPENDING ON CHILDREN’S STUDYING COST
In University/ college, the average cost spending on studying is also around 2 – 4 millions/ month for each student.
HCMC is considered as a best-developed education environment in Vietnam. HCMC students have more opportunity to join in many additional courses to improve the knowledge and skills as well beside the regular education system. As this reason, the demand and expenditure of HCMC students are higher than other area.
Less than 2 millions
UNIVERSITY/COLLEGE
2 - 4 millions 9%
3 3%
6%
4.1 - 6 millions
6.1- 8 millions
54%
8.1 - 10 millions More than 10 millions
N = 60
25%
Average cost of each month Less than 2 millions 2 - 4 millions 4.1 - 6 millions 6.1 - 8 millions 8.1 - 10 millions More than 10 millions
Total (University/ Colllege)
N = 60
25 53 9 3 3 6
HCMC
Ha Noi
Da Nang
N = 20*
N = 20*
N = 20*
0 50 15 10 10 15
43 48 5 0 0 5
30 61 9 0 0 0
Based on all parents of students in university/ college * : Sample size is very small
SPENDING ON CHILDREN’S STUDYING COST Apportion budget for learning
APPORTION BUDGET FOR LEARNING (%)
TOTAL N = 240
HCMC N = 80
HaNoi N = 80
Da Nang N = 80
Junior Highschool N = 60
Primary N = 60
Senior University/ Highschool College N = 60 N = 60
Regular curriculum
50
62
55
49
60
50
47
54
Extracurriculum
21
13
20
23
15
23
25
9
Foreign-language course
18
15
16
19
16
18
18
22
Computer skills course
13
12
11
10
11
11
11
16
Other
4
5
4
4
3
3
4
5
Statistics from Primary to University level
SECTION B: Key considered factors when choosing a school in regular education system KEY CONSIDERED FACTORS
WHEN CHOOSING A SCHOOL
Key considered factors when choosing a foreign language Institution Key considered factors when choosing studying course as softskills course, aptitude course
Desire and reason for choosing international school Desire and reason for study abroad
KEY FACTORS WHEN CHOOSING A SCHOOL IN REGULAR EDUCATION SYSTEM ACCORDING TO KID’S EDUCATION LEVEL
Across all levels, the key factors of choosing a regular school can be divided into 3 main groups: “Facilities/ learning equipment”; Teaching quality (teacher, curriculum, pedagogic method) and Reasonable school fees. In addition, the factors related to “the assure of future career” and “the value of degree” is also considered in university/college. NURSERY & PRIMARY SCHOOL
Facilities/ Learning equipment Teaching quality Teacher Reasonable school fee Teaching Program School Reputation Location (nearing house) Teacher attitude Parent – Teacher/School communication Teaching method Well teaching of Foreign Languages Pupil nutritious care Extracurricular activities Well-support of teaching management department Summer Holidays activities Summer Holidays course Opportunity of getting after university degree Value of the degree (international recognition) Entrance exam mark Part-time jobs opportunity during studying time Career opportunity after graduation
HIGH SCHOOL
65 64 61 55 54 54 49 47 43 42 42 40
67 62 60 59 56 54 49 48 44 38 37 29 25 25 22 22 21 21 20
27 23 22 21 14 14 9 0 0
10 9 N = 120
N = 120
UNIVERSITY/ COLLEGE
69 61 56 56 55 53 50 48 48 48 41 20 36 28 23 20 20 25 14 15 10 N = 60
Based on all respondents
KEY FACTORS WHEN CHOOSING A FOREIGN LANGUAGE INSTITUTION ACCORDING TO KID’S EDUCATION LEVEL There is no significant difference in comparing between the different level of education. However, Students in university/college seem care much on the factors of “foreign teacher” and “value of degree”
NURSERY & PRIMARY SCHOOL
TOTAL Teaching quality
62
Teacher
60
School reputation
59
Teaching program
58
Reasonable school fee
57
58
Facilities/ Learning equipment
56
57
Foreign teacher
34
Location (nearing house)
62
27
29
25
28
Scholarship
23 19 N = 300
60
50
52 57 58
34
25
30
18
21
42
30
15
24
18
25
17
N = 120
52
32
31
Parent – Teacher/School communication
58
48
23
Extracurricular program
60
57
40
28
57
58
59
31
52
59
63
Opportunity of studying abroad
Parking
60
68
46
Value of degree (International recognition)
UNIVERSITY/ COLLEGE
HIGH SCHOOL
32
19 N = 120
15 N = 60
Based on all respondents
KEY FACTORS WHEN CHOOSING STUDYING COURSE AS SOFTSKILL COURSE, ATTITUDE COURSE ACCORDING TO AREA The key factors of choosing soft-skills/ aptitudes courses are the same as the key factors of choosing foreign language course. Moreover, the practical of programs and suitable schedule are two additional important factors to be considered in this situation. TOTAL Teaching quality
School reputation Practical program Teacher Suitable schedule
Teaching program Many practical activities during studying course Great hand-out document/ Reference document Location Parent – Teacher/School communication Value of degree/ Certification School officers attitude Student service care Parking Well-support of teaching management department
52 51 50 49 45 44 40 38 33 27 27 26 20 18 16 N = 300
HA NOI
DA NANG
35 43
55 54
Reasonable school fee Facilities/ Learning equipment
HCMC
60
41 48
N = 100
58 50 55 59 62 51 60
58 54
57 37 32 27 35 40 36 25 17 18 20 19 13
56 59
75
38 50 42 55 26 34 36 22 25 25 21 11 18 N = 100
41 26 35 39 36 19 23 17 N = 100
Based on all respondents
DESIRE & REASON FOR CHOOSING TO LEARN IN INTERNATIONAL SCHOOL
More than 80% parents in both 3 areas assume that they will let their kids study in International schools if their financial condition is satisfied. This result expresses that the new trend of education in Vietnam is more and more approve by many parents. TOTAL
HCMC
HA NOI
DA NANG
Reason for choosing
Yes
(%)
The ability of communication by foreign language is better Modern equipment, good facilities
85
88
85
83
Good Pedagogic method Good curriculum The teachers is foreigner
No
Modern educational enviroment Building Self reliance for children
15 N = 300
12 N = 100
15 N = 100
17 N = 100
Raising Self confidence for children No high pressure learning
39 24 23 19 13 9 8 7 6
Base on all Respondents say “Yes� for desire to choose International school N = 256
DESIRE & REASON FOR CHOOSING TO STUDY ABROAD
The expectation of parents to give their children study abroad is more than 80% in this survey. The high demand of studying abroad has brought about the development of many foreign language centers, and many study abroad consultancy; education association as well.
TOTAL
HCMC
HA NOI
DA NANG Reason for choosing
Yes 81
87
81
75
No 19 N = 300
13 N = 100
19 N = 100
25 N = 100
(%)
Have more good job opportunities
35
Building Self reliance for children
30
The ability of communication by foreign language is better
28
Approaching knowledges of developmental countries
19
The degrees has international value
9
Opening knowledge of many cultures in the world
9
High quality education
8
Practical program/ curriculum
8
Raising Self confidence for children
8
Base on all respondents say “Yes� for desire to choose studying abroad N = 243
SECTION C: Evaluation about education advertisement Sources information COMMUNICATION HABITS
Important factors about information included in an advertisement Favorite promotion Idols in education
EVALUATION ABOUT EDUCATION ADVERTISEMENT
Almost parents ( ~ 50%) prefer the advertisement with clear information which is easy to understand, and easy to find out any needed information
TOTAL I prefer the advertisement with clear information, It is easy to understand
49
I prefer the advertisement with less information, but design is impressive and creative, I can remember it for a long time
32
Every advertisements provide nearly the same introducation and guarantee of service and quality, it is really hard to evaluate and choose the best one
31
Almost advertisements are overplay, I don’t like and don’t beilive it Most advertisements try to include so many information, thus it makes me confuse
N = 300
HCMC
59
49
29
41
13
11 N = 100
39
34
23
21
DA NANG
50
14
23
16
HA NOI
34
19 N = 100
17 N = 100
Based on all respondents
SOURCES OF INFORMATION WOM – Word of mouth seems to be the most effective communication channel in education media. Parents usually get and share any information/experiences with friends, relatives… about their kid’s education matter or reading/ sharing any comments website forum
TOTAL
HCMC
Friends/ colleague/ relatives
90
Websites/ Forums
Searching tools on internet (Google, Yahoo search…) Brochure/ Leaflet
27 21 N = 300
92
42
46 31
DA NANG
91
53
Newspaper/ magazine Official websites of schools/ education Institute
HA NOI
54
60
57
38
14
N = 100
58
28
16
12
88
38
34 27 N = 100
33 23 N = 100
Based on all respondents
IMPORTANT FACTORS ABOUT INFORMATION INCLUDED IN AN ADVERTISEMENT There should be placed the introduction information related to school fees, study program and teaching method in an education advertisement because they are the main information that parents concern and look for. TOTAL
School fees 0 7
46
Teaching method 01 7
93
4.4
92
4.43
91
4.34
46
90
4.35
51 48
Introduction of program practical application 01 9
Means
47
41
Training program and course-length 0 9
Top 2 Box
43
44
School facilities/ Learning equipments 01 11
43
45
88
4.32
Introduction of teachers 0 12
43
44
87
4.32
Introduction of degree/ certificate value 0 12
43
44
87
4.32
85
4.22
81
4.07
80
4.1
80
4.05
78
4.02
77
3.98
Schedule of course/ time for registration 01 School/Education Institute introduction 1 5
14
47 14
Introduction of old trainee/students who are success now 02
18
Promotion information 02
18
Interesting education story 03
19
Impression communication message 03
21
Not important at all
Not important
38 48
33
51 48
32
49 52 Neither
29
29 25 Some what important
Very important
Based on all respondents N = 300
FAVORITE PROMOTION
Top 3 of favorite promotions are liked most : “ Opportunity of getting a scholarship”; “discount school fees” & “free hand-out documents”.
TOTAL
HCMC 61
Opportunity of getting a scholarship
Free hand-out documents/ Textbook/ Ref book 41
Mock-up study (Trial Class)
34
Lucky draw with valuable awards ( travel trip, laptop…)
32
Pragmatic gift (bag/ raincoat…)
13
46
80
57
Free additional courses as practice course/ extra-curricular
81
82
50
Early registetration school fee discount
38 35
64
N = 300
9
N = 100 Top 3
49 46
70
48
66 31
60
36
60
16
77 51
DA NANG 64
92
81
55
75
66
46
HA NOI
12
37
76
56
71
36
65
Favorite promotion
81
44 19
90
68
37
40
N = 100
87 71
66
51
41
77
64
47
N = 100
Based on all respondents
IDOLS IN EDUCATION
Professor Ngo Bao Chau Uncle Ho
Isaac Newton
Mac Đinh Chi Based on all respondents N = 300
Dựa trên tất cả đáp viên
SECTION D: DECISION MAKING BEHAVIOR
Time for searching for the studying course/ school information Role in making decision of choosing your children school/studying course Decision making stimulation
TIME FOR SEARCHING FOR THE STUDYING COURSE/ SCHOOL INFORMATION ACCORDING TO AREA Parents usually search for the information when their children intend to join any specific course. However, an attractive advertising is sometimes effective that let’s the parent to consider a new course which is not in the initial intention.
TOTAL When my children have the demand toward a specific studying course
52
Whenever I see an attractive advertising of education or an appropriate program/studying course, I will find out more detail information related to it.
41
I just look for information before enrollment season
40
Before summer time In summer time
HCMC
N = 300
DA NANG
43
62
43
N = 100
58 40
29 10
51
22
46
24 10
HA NOI
33
19 8
N = 100
24 11
N = 100
Based on all respondents
ROLE IN MAKING DECISION OF CHOOSING YOUR CHILDREN SCHOOL/STUDYING COURSE ACCORDING TO KID’S EDUCATION LEVEL In Primary school, parents are the main decision maker in choosing their kid’s study course. However, this fact is changed according to the education level. With higher level of education, student tend to make decision by themselves
I look for the related information and also being the main decision maker in choosing my childen schools/studying courses I look for the related information and make more discussion with my children/wife/husband/family for unifying the most suitable one.
NURSERY & PRIMARY SCHOOL
29
UNIVERSITY/ COLLEGE
19 9
59
30
My children look for related information himself/herself, but i am the final decision marker. My children look for related information and make decision himself/ herself. I just play the role of an advisor, and will agree with my children decisions.
HIGH SCHOOL
46
41
13
42
12 N = 120
N = 120
N = 60
Based on all respondents
DECISION MAKING STIMULATION After collecting enough the needed information related to a course, “a special promotion program” will be a persuaded factor that let’s parent bring out a decision immediately. In addition, the psychology of crowd is also impact the decision promptly
TOTAL All of my relatives, neighbors, friend’s children have register for that course yet
65
Quickly register to get special promotion (discount; scholarship; gift…)
30 18
N = 300
14
N = 100
78
40
34
21
DA NANG
59
56
36
Be convinced after the mock-up class
HA NOI
57
54
Time sensitive – Make use of my children summer time
Convinced advisors of consultants
HCMC
14 N = 100
65
39
36
42
35 20 N = 100
Based on all respondents
CONCLUSION Product: -
The criterions in choosing a school/ education institution mainly focus on the factors of “Facilities/ learning equipment” and “Teaching quantity (teacher, curriculum, pedagogic method), this fact expresses how care of the parent toward their kid’s education. Thus, this is a good opportunity for any educated investors enter this market with the targeting of superior segmentation
-
International school is more and more approved by many parents with the rate of 80% respondents intent to give their kids study in an international school if their financial condition is satisfy. It is predicted that this trend will keep growing in Vietnam.
-
The high rate of parents want to let their kids to study abroad is an optimistic signal to any education associations or studying abroad service agencies to widen their activities. However, they have to face with many challenges because of their clients have knowledge in studying abroad matters now, and the requirement in services quality is high also.
CONCLUSION Price: -
As Viettrack report in May-2011, Education expenditure is one of the most important expenditure that couldn’t cut down no matter what situation. Parents are willing to spend much on their kid’s education to make sure of their kids can enjoy a good teaching service, especially in the big cities as HCMC & HN, the rate of expenditure per month is up to 6 – 8 million/month.
-
The average of expenditure for education is around 2 – 4 million/month with more than 50% of this rate spend for regular education, the remain 50% is for any extra courses or foreign language courses.
-
English fluently is one of the most important factors to assure student can get a good-job, thus in this level, students will pay much attention in learning English. Hence, many English center/ English course is target to student segmentation.
CONCLUSION ď śPlace: -
Selection a school with conformable location (near house, near the working place of parent‌) is one of the criterion in considering a school/ education institution for their kids
-
Formally, most of the private school/ education institutions are found at the center district in order to attract the student and parent attention. However, the increasing of studied demand in both regular education system and any additional courses as foreign language, computer skill, aptitude course‌ is the opportunity to base more branches in the new area so as to ensure of it is right targeted
-
School transportation service is very important nowadays because of the busy urban life. For this reason, school which doesn't have the advantages of location can be improved by organizing a good transportation service.
-
The regulation of choosing school according to living area (which is applied for Primary and Secondary domestic school) in Vietnam leads to many difficulties in registering a school. Hence, this is the chance for the private school to approach the target student/ parents and pursued them with by the quality of service, teaching and school facilities.
CONCLUSION Promotion -
WOM is considered as the most reliable reference channel of almost parents. Besides that, print ad – advertising on printed newspaper, magazine… - still is an effective channel and be used most often by the marketer. Hence, beside the investment and improving of school facility/ equipment and teaching quality, the education institutions should also focus on building an effective communication channel to get more insight of the parents and providing the better education service that meet their expectations.
-
The simple advertisement with clear information is preferred by most parents. The impressive or raising the curious advertisement is not suitable in this situation.
-
The most favorite type of promotion is related to the discount as “opportunity to get a scholarship”; “Discount”; “Free handout/ document”…
- Toward university/ college level, students tend to be the main decision maker of choosing their school/ studying course with the reference from the parent. Therefore, the main target of any advertising/ communication program should the student.
CONCLUSION ď ą The result shows us overview of how care of the parents toward their children studies. They are willing to receive and acquire the new trend of education with the desire of choosing the best education environment for their kids as international school/ study abroad and joining many additional courses. ď ą The research report helps the education institutions and Marketers know about the perception, demand and tendency of parent and students toward
studying
matters,
thence
pointing
approaching method to the target student/parent.
out
the
appropriated
Thank you