Independent Study Title Factors Influencing Parental Choices of Tuition School: A Case Study on Mental Arithmetic Schools
Abstract
The objectives of this research were to study demographic factors towards
parental choices of tuition schools for their children; and to study marketing mix factors
towards parental choices of tuition schools for their children. Conceptual framework
was based on theories of marketing mix and planned behavior.
Interviews with executives of mental arithmetic schools and simple random
sampling technique was applied to select 212 customer of encouraged their children to
mental arithmetic tuition schools. Data were analyzed by bivariate analysis consisted of
t-test, F-Test and correlation analysis.
Research findings revealed that Executives of the mental arithmetic schools
applied the 7P’s of the marketing mix to their operations; demographic factor in terms
of female gender had influence on parental choices of tuition schools and all 7P’s of
the marketing mix factors had influence on parental choices of the tuition schools
with a statistical significance; and the marketing mix factors were related to parental
choices of tuition schools with a statistical significance. These results implied that
the application of differentiation and pricing strategies and marketing mix factors
especially the personnel factors, product, price and location were important to parental
choices of mental arithmetic schools. Therefore, entrepreneurs of tuition schools should
continually improve their marketing strategy to enhance competitiveness with other
tuition schools and effectively respond to consumer needs.