Parental Preferences Concerning Preschools

In: Business and Management

Submitted By dude2cool03
Words 736
Pages 3
BA908 Journal Critique:
Parental Preferences Concerning Preschools

Submitted by:
Rick Elmann Labrador
Student

Submitted to:
Dr. Danilo M. Te
Marketing Management Professor

I. Summary

As we all know, the quality of a preschool varies from program to program. Selecting a preschool program is a complex decision that involves weighing cost and benefits. This decision as we know is also influenced by factors such as families’ needs and values also by realities such as cost and convenience. As emphasized, the aim of the study was to find the positioning of customer advantage of preschools.

A parents’ deciding factors in choosing a preschool, in a succinct breakdown, are with reference to the said five important attributes which are essential criteria differentiated according to importance placed upon school safety, teaching quality, distance of the preschool, schooling cost and adults to children ratio.

The study uses the method of conjoint analysis to identify the attributes and to segment parents into clusters. An initial focus group discussion (FGD) was conducted to obtain insights and opinions where thirteen parents participated and help narrow down the crucial attributes into only five as mentioned above. After the initial FGD was done, next was the process of conjoint analysis where a cluster sample of 400 parents where obtained and was formed into two main groups. The groups where the 200 respondents coming from the Talomo district which was within the city proper and the other 200 from Calinan district which was categorized outside the city proper.

As a result, it was found that there are significant differences in the segments of parents based on their preferences regarding the five attributes. And within the two groups, it was also found that there were two distinctive market segments within each of the group that was mentioned in…...

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