The influence of educational marketing mix towards parental choice of private Islamic international schools in Malaysia

Abstract

Consumer choice is related to the physical behaviour of individual consumers. It involves a critical evaluation of alternatives that are based on rational and reasonable criteria. It has become one of the most critical and highly challenging factors at which it affects major decision behaviour that links to the concept of trade-offs. This also holds true from the perspective of the school choice which connects with parental role in the choice of the best education for their children. As such, private educational service providers have shifted to be more marketing-oriented towards profit-driven business. These educational institutions are adopting the marketing concept framework in order to remain competitive as to further survive in the educational industry. Hence, the term ‘education marketing’ has emerged at which the basic task is strongly connected to the identification of parents’ basic choice and needs for the benefits of their children. This was followed by the development of the seven ‘P’ of the educational marketing mix which was designed solely for educational sectors whereby it has shown a positive impact on parental choice towards the best educations for their children. The main purpose of this study is to increase the understanding with regards to the relative influence of the educational marketing mix factors towards the parental choice of schools, particularly towards the choice of private Islamic based education. Two models have been used in this study which are considered relevant, namely the Rational Choice Theory and the College Choice Model. A total of 200 responses were collected from parents who have their children currently studying at any private Islamic international schools in the Klang Valley area. The data were then analysed in SPSS by conducting the Exploratory Factor Analysis, Reliability test, Pearson correlation and Regression analysis. The findings revealed that there were significant positive effects of the seven educational marketing mix factors towards the parental choice of private Islamic international schools in Malaysia. In summary, the findings of the research can bring some weight towards the managerial implication and serve as a guide to future researchers that relates to the same area of studies.