International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

 

Factors that Influence Parents’ Choice of Pre-Schools Education in Malaysia: An Exploratory Study
Dr. Zainurin Bin Dahari, Mohd Sabri bin Ya

Abstract
The objective of this study is to identify the important factors contribute most to parents’ choice of pre-school for their children. Parents’ choice of pre-schools is influenced by various factors that are mostly associated with the pre-school institution itself. Parents have different educational believes and preferences which puts them in a dilemma when making decision for their children pre-school education. It is very important for pre-school businesses to meet the needs of both parents and children in order to attract and retain their customer. Data was collected using a survey questionnaire. The sample consisted of 162 parents who have pre-school children. Multiple regression analysis was used to identify the predictor variables that contributed to the choice of pre-schools. The main factors that influence parents’ choice of pre-schools are branding, private-run institutions, safety and security, quality of teaching and hygiene. English medium and religion-based pre-schools are the preferred pre-schools chosen by these parents.

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