Download - Viettrack - Marketing report - March 2012
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Market research top-line March 2012
Topic:
HCMC HA NOI DA NANG
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 B: CONSIDERED FACTORS OF EDUCATION INSTITUTIONSCHOOSING
SECTION C: MEDIA HABITS
SECTION D: DECISION MAKING BEHAVIOR
Which age ’s best suitability to begin some courses
Assessment toward the current situation of education
Difficulties when choosing & registering a school in regular education system
The mutual impact between
student learning capacity/ learning result and education environment
Satisfaction level of children current school of regular education system
Studying expenditure
PERCEPTION ABOUT EDUCATION
SECTION A:
3 – 4 yrs old
5 yrs old
6 yrs old
7 yrs old 6
42
34
18
3
59
22
16
6
50
27
15
9
17
52
22
N = 300 N = 100 N = 100 N = 100
TOTAL HCMC
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.
WHICH AGE ’S BEST SUITABILITY TO BEGIN LEARNING LETTERS
Base on all respondents
HA NOI DA NANG
WHICH AGE ’S BEST SUITABILITY TO BEGIN LEARNING SOME COURSES OUT OF REGULAR CURRICULUM
The age's best suitability to
begin learning courseForeign languages Computer skills Soft skills Aptitude courses
3 - 4 yrs old 6 0 0 6
5 yrs old 17 1 2 16
6 yrs old 31 8 8 20
7 yrs old 19 15 17 15
8 yrs old 9 19 10 11
9 yrs old 6 14 14 9
10 yrs old 7 17 12 8
From 11 yrs old & above 5 26 37 15
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
Base on all respondents N = 300
DIFFICULTIES WHEN CHOOSING & REGISTERING A SCHOOL
16
17
20
22
23
23
34
36
37
38
TOTAL HCMC HA NOI DA NANG
15
17
12
20
12
20
24
32
42
49
9
21
23
21
28
16
33
26
26
33
22
13
24
24
27
33
44
49
44
33
PRIMARY SCHOOL
N = 120 N = 40 N = 40 N = 40
“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
Complicated registration procedure/ processing
The regulation of choosing school according to the living area
Considering between Vietnamese school and International school
Considering between specialized - Gifted school and normal school
School fees
The overload status of state-owned schools in regular education system, difficult registration
Learning capacity
Unclear of enrollment procedure
Too many unofficial sources of information, lack of specific instruction from responsible people
Lack of official introduction channel/ information about schools
Based on all parents of students in Kid-Nursery & primary school
19
20
21
21
30
31
32
39
40
41
43
45
TOTAL HCMC HA NOI DA NANG
15
10
13
20
25
40
23
43
30
35
38
35
10
15
15
12
27
42
34
22
27
32
37
49
31
33
36
31
38
13
38
51
60
56
53
51
HIGH SCHOOL
N = 120 N = 40 N = 40 N = 40
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
DIFFICULTIES WHEN CHOOSING & REGISTERING A SCHOOL
Considering the entrance school standard mark
Learning capacity
Considering between specialized - Gifted school and normal school
The regulation of choosing school according to the living area
School fees
The overload status of state-owned schools in regular education system, difficult registration
Considering between Vietnamese school and International school
Complicated registration procedure/ processing
Lack of official introduction channel/ information about schools
Too many unofficial sources of information, lack of specific instruction from responsible people
Considering of choosing the learning major
Unclear of enrollment procedure
Based on all parents of students in high school (Junior & Senior)
11
13
19
23
25
27
33
33
44
53
59
64
TOTAL HCMC HA NOI DA NANG
5
5
20
25
5
40
40
15
40
55
35
60
19
5
10
19
24
14
14
33
52
48
62
67
9
26
26
26
44
26
44
48
39
57
78
65
UNIVERSITY/ COLLEGE
N = 60 N = 20* N = 20* N = 20*
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.
DIFFICULTIES WHEN CHOOSING & REGISTERING A SCHOOL
Considering of choosing the learning major
Considering the entrance school standard mark
School fees
Learning capacity
Unclear of enrollment procedure
Complicated registration procedure/ processing
Considering between Vietnamese school and International school
Too many unofficial sources of information, lack of specific instruction from responsible people
Lack of official introduction channel/ information about schools
The overload status of state-owned schools in regular education system, difficult registration
Considering between specialized - Gifted school and normal school
The regulation of choosing school according to the living area
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
TOTAL
Base on all respondents N = 300
7
1
22
13
3
1
15
14
12
9
5
6
31
42
47
56
53
44
25
31
36
35
40
50
Definitely disagree Disagree Normal Agree Definitely agree
Means Top 2 boxes
94
93
91
83
73
56
4.45
4.33
4.27
4.15
3.89
3.46
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
Pedagogic method will has strong impact on student’s studying result
The way of teacher appreciation/criticism will impact on kid’s learning attitudes
Sitting beside a good student or make friend with good students in class will let kid’s studying result better
The studying result of kids will be influenced by the general result of learning capacity of whole class
Kids study in a good education environment with very good facitities/studying equipments will get higher studying result
Participating too much on Youth Union/ student’s club activities will have bad influences on kid’s studying result
SPENDING ON CHILDREN’S STUDYING COST
40%
23%
15%
17%
3% 2%
Less than 2 millions
2 - 4 millions
4.1 - 6 millions
6.1- 8 millions
8.1 - 10 millions
More than 10 millions
PRIMARY
N = 60
* : Sample size is very small
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
Based on all parents of primary school
International
Primary school
Vietnamese
Primary school
N = 20* N = 40
Less than 2 millions 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
Average cost of each month
25%
32% 15%
18%
8% 2%
HIGH SCHOOL
N = 120
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
Less than 2 millions
2 - 4 millions
4.1 - 6 millions
6.1- 8 millions
8.1 - 10 millions
More than 10 millions
SPENDING ON CHILDREN’S STUDYING COST
Based on all parents of students in high school (Junior & Senior)
International
High school
Vietnamese
High school
N = 40 N = 80
Less than 2 millions 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
More than 10 millions 5 0
Average cost of each month
25%
54%
9% 3% 3 6%
UNIVERSITY/COLLEGE
N = 60
* : Sample size is very small
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
2 - 4 millions
4.1 - 6 millions
6.1- 8 millions
8.1 - 10 millions
More than 10 millions
SPENDING ON CHILDREN’S STUDYING COST
Based on all parents of students in university/ college
Total (University/
Colllege)
HCMC Ha Noi Da Nang
N = 60 N = 20* N = 20* N = 20*Less than 2 millions 25 0 43 30
2 - 4 millions 53 50 48 61
4.1 - 6 millions 9 15 5 9
6.1 - 8 millions 3 10 0 0
8.1 - 10 millions 3 10 0 0
More than 10 millions 6 15 5 0
Average cost
of each month
Apportion budget for learning
Statistics from Primary to University level
SPENDING ON CHILDREN’S STUDYING COST
TOTAL HCMC HaNoi Da Nang Primary
Junior
Highschool
Senior
Highschool
University/
College
N = 240 N = 80 N = 80 N = 80 N = 60 N = 60 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
APPORTION BUDGET
FOR LEARNING (%)
Key considered factors when choosing a school in regular education system
Key considered factors when choosing a foreign language Institution
Key considered factors when choosing studying course as soft-skills course, aptitude course
Desire and reason for choosing international school
Desire and reason for study abroad
KEY
CONSIDERED
FACTORS
WHEN
CHOOSING A
SCHOOL
SECTION B:
KEY FACTORS WHEN CHOOSING A SCHOOL IN REGULAR EDUCATION SYSTEM
0
0
9
14
14
21
22
23
27
40
42
42
43
47
49
54 54
55
61
64
65
NURSERY & PRIMARY SCHOOL
Based on all respondents
ACCORDING TO KID’S EDUCATION LEVEL
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
N = 120 N = 120 N = 60
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.
9
10
20
21
21
22
22
25
25
29
37
38
44
48
49
54 56
59
60
62
67
10
15
14
25
20
20
23
28
36
20
41
48
48
48
50
53 55
56
56
61
69
HIGH SCHOOL UNIVERSITY/
COLLEGE
KEY FACTORS WHEN CHOOSING A FOREIGN LANGUAGE INSTITUTION
19
23
25
27
28
31
34
46
56
57
58
59
60
62
TOTAL
ACCORDING TO KID’S EDUCATION LEVEL
21
17
28
29
18
31
23
40
57
58
62
59
63
68
19
25
24
30
30
34
32
48
57
60
58
58
59
60
15
32
18
15
42
25
58
57
52
50
52
60
57
52
N = 300 N = 120 N = 120 N = 60
Teaching quality
Teacher
School reputation
Teaching program
Reasonable school fee
Facilities/ Learning equipment
Foreign teacher
Value of degree (International recognition)
Location (nearing house)
Opportunity of studying abroad
Extracurricular program
Parent – Teacher/School communication
Scholarship
Parking
Based on all respondents
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
HIGH SCHOOL UNIVERSITY/
COLLEGE
KEY FACTORS WHEN CHOOSING STUDYING COURSE AS SOFTSKILL COURSE, ATTITUDE COURSE
ACCORDING TO AREA
16
18
20
26
27
27
33
38
40
44
45
49
50
51
52
54
55
13
19
20
18
17
25
36
40
35
27
32
37
57
48
41
43
35
18
11
21
25
25
22
36
34
26
55
42
50
38
54
58
60
75
17
23
19
36
39
35
26
41
60
51
62
59
55
50
58
59
56 Teaching quality
Reasonable school fee
Facilities/ Learning equipment
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
N = 300 N = 100 N = 100 N = 100
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.
Based on all respondents
TOTAL HCMC HA NOI DA NANG
DESIRE & REASON FOR CHOOSING TO LEARN IN INTERNATIONAL SCHOOL
TOTAL HCMC HA NOI DA
NANG
15 12 15 17
85 88 85 83
Yes
No
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.
N = 300 N = 100 N = 100 N = 100
Base on all Respondents say “Yes” for desire to choose International school
N = 256
Reason for choosing (%)
The ability of communication by foreign language is better 39
Modern equipment, good facilities 24
Good Pedagogic method 23
Good curriculum 19
The teachers is foreigner 13
Modern educational enviroment 9
Building Self reliance for children 8
Raising Self confidence for children 7
No high pressure learning 6
TOTAL HCMC HA NOI DA
NANG
Base on all respondents say “Yes” for desire to choose studying abroad
N = 243
19 13 19 25
81 87 81 75
Yes
No
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.
N = 300 N = 100 N = 100 N = 100
DESIRE & REASON FOR CHOOSING TO STUDY ABROAD
Reason for choosing (%)
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
Evaluation about education advertisement
Sources information
Important factors about information included in an advertisement
Favorite promotion
Idols in education
COMMUNICATION
HABITS
SECTION C:
EVALUATION ABOUT EDUCATION ADVERTISEMENT
16
23
31
32
49
17
34
41
49
39
19
13
29
34
50
11
21
23
14
59 I prefer the advertisement with clear information, It is
easy to understand
I prefer the advertisement with less information, but design is impressive and creative, I can remember it for
a long time
Every advertisements provide nearly the same introducation and guarantee of service and quality, it is
really hard to evaluate and choose the best one
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 N = 100 N = 100 N = 100
Almost parents ( ~ 50%) prefer the advertisement with clear information which is easy to understand, and easy to find out any needed information
TOTAL HCMC HA NOI DA NANG
Based on all respondents
SOURCES OF INFORMATION
21
27
31
46
53
90
23
33
38
57
58
88
27
34
38
28
60
92
12
14
16
54
42
91 Friends/ colleague/ relatives
Websites/ Forums
Newspaper/ magazine
Official websites of schools/ education Institute
Searching tools on internet (Google, Yahoo search…)
Brochure/ Leaflet
N = 300 N = 100 N = 100 N = 100
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 HA NOI DA NANG
Based on all respondents
IMPORTANT FACTORS ABOUT INFORMATION INCLUDED IN AN ADVERTISEMENT
TOTAL
0
0
0
0
1
0
0
0
0
0
0
0
0
3
3
2
2
5
1
1
1
1
21
19
18
18
14
14
12
12
11
9
9
7
7
52
49
48
51
48
47
43
43
43
44
48
41
46
25
29
32
29
33
38
44
44
45
46
43
51
47 School fees
Teaching method
Training program and course-length
Introduction of program practical application
School facilities/ Learning equipments
Introduction of teachers
Introduction of degree/ certificate value
Schedule of course/ time for registration
School/Education Institute introduction
Introduction of old trainee/students who are success now
Promotion information
Interesting education story
Impression communication message
Top 2 Box
Means
93 4.4
92 4.43
91 4.34
90 4.35
88 4.32
87 4.32
87 4.32
85 4.22
81 4.07
80 4.1
80 4.05
78 4.02
77 3.98
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.
Based on all respondents N = 300
Not important at all Not important Neither Some what important Very important
FAVORITE PROMOTION
Based on all respondents
46
60
64
66
75
80
82
13
32
34
41
57
50
61
Top 3 Favorite promotion
41
40
51
65
66
71
76
12
16
31
48
46
49
64
51
77
60
66
70
81
92
9
36
35
38
55
46
81
47
64
81
68
90
87
77
19
44
37
36
71
56
37 Opportunity of getting a scholarship
Early registetration school fee discount
Free hand-out documents/ Textbook/ Ref book
Free additional courses as practice course/ extra-curricular
Mock-up study (Trial Class)
Lucky draw with valuable awards ( travel trip, laptop…)
Pragmatic gift (bag/ raincoat…)
TOTAL HCMC HA NOI DA NANG
N = 300 N = 100 N = 100 N = 100
Top 3 of favorite promotions are liked most : “ Opportunity of getting a scholarship”; “discount school fees” & “free hand-out documents”.
IDOLS IN EDUCATION
Dựa trên tất cả đáp viên
Professor Ngo Bao Chau
Uncle Ho
Isaac Newton
Mac Đinh Chi
Based on all respondents N = 300
Time for searching for the studying course/ school information
Role in making decision of choosing your children school/studying course
Decision making stimulation
DECISION
MAKING
BEHAVIOR
SECTION D:
TIME FOR SEARCHING FOR THE STUDYING COURSE/ SCHOOL INFORMATION
10
24
40
41
52
11
24
33
58
51
8
19
40
22
62
10
29
46
43
43
TOTAL HCMC HA NOI DA NANG
When my children have the demand toward a specific studying course
Whenever I see an attractive advertising of education or an appropriate
program/studying course, I will find out more detail information related to it.
I just look for information before enrollment season
Before summer time
In summer time
ACCORDING TO AREA
N = 300 N = 100 N = 100 N = 100
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.
Based on all respondents
ROLE IN MAKING DECISION OF CHOOSING YOUR CHILDREN SCHOOL/STUDYING COURSE
12
42 13
30
41
46
9 59
29 19
I look for the related information and alsobeing the main decision maker in choosingmy childen schools/studying courses
I look for the related information and makemore discussion with mychildren/wife/husband/family for unifyingthe most suitable one.
My children look for related informationhimself/herself, but i am the final decisionmarker.
My children look for related informationand make decision himself/ herself. I justplay the role of an advisor, and will agreewith my children decisions.
ACCORDING TO KID’S EDUCATION LEVEL
N = 120 N = 120 N = 60
Based on all respondents
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
NURSERY & PRIMARY SCHOOL
HIGH SCHOOL
UNIVERSITY/ COLLEGE
DECISION MAKING STIMULATION
20
35
36
65
78
14
42
39
40
59
21
14
34
56
57
All of my relatives, neighbors, friend’s children have register for that course yet
Quickly register to get special promotion (discount; scholarship; gift…)
Time sensitive – Make use of my children summer time
Be convinced after the mock-up class
Convinced advisors of consultants 18
30
36
54
65
N = 300 N = 100 N = 100 N = 100
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 HCMC HA NOI DA NANG
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.
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
Place:
- 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
CONCLUSION
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.
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 out the appropriated
approaching method to the target student/parent.
Thank you