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.