Factors influencing the selection of an international curriculum school at the kindergarten level for generation Y in Bangkok.

Abstract

The objective of this study is to identify the important factors that influence Generation Y in their selection of an international curriculum school for their children at the kindergarten level in Bangkok. The scope of this study covers data collected from 100 respondents who currently send or aim to send their children or their relatives to an international curriculum school, and in-depth interviews with six persons who have direct experience in selecting such schools. This study employs both quantitative and qualitative research to gather insightful information from Generation Y people and the factors that they consider when making decisions in selecting a school. The research findings show that the main factors that affect Generation Y’s decision in their choice of international curriculum schools at the kindergarten level are Income, Product, Brand Image and Physical Evidence. Moreover, the most important factor that affects their final decision is Product. This study can support international curriculum schools’ marketing plans to reach the Gen Y parent target audience.