Date of Award


Degree Type


Degree Name

Master of Business


Faculty of Business and Public Management


The purpose of the present study was to identify the factors that influenced parents' choice of a secondary school for their children and, in particular, to determine, choice process. Understanding how parents choose secondary schools and what parents value should help established and new private schools develop more effective marketing strategies, including their choices of target markets and location, as well as their educational emphasis, fee structure and disciplinary policies. While a schools marketing efforts must include information about the school facilities and the implied social benefits of attending the particular school, this study found that Emotional Value, feeling good about the decision, was highly sought after by parents. Other factors such as school location, religious affiliation, financial considerations and leadership were all considered important, however, these were overshadowed by Emotional Value, highlighting the need to provide value to parents as well as children in the school's marketing efforts.

Included in

Marketing Commons