Result Oriented Intelligence surveyed 100 parents in Hyderabad about school education. Major findings: - Most parents have post-graduate education and work in IT/ITES. CBSE is the most popular curriculum. - Cost of education and convenient location are top factors in school selection. Parents are dissatisfied with high fees and lack of individual attention. - Over 75% of parents are open to a new school offering better facilities at competitive rates.

1. June 2010 Presented by: Result Oriented Intelligence (ROI), Hyderabad, India School Education, Hyderabad: Parents’ Views ROI copyright, conditions of use : You may copy and publish the information with the consensus of ROI, provided that you do not make commercial use of it and that you indicate clearly that it originates from ROI. The information is given without guarantee and does not bind ROI in any way.

2. Table of Contents Backdrop & Objective 3 Research Approach 4 Executive Summary 5 Responding Parents’ Profile 9 Respondents’ Children Education Related Information 12 Perception on Schooling in Hyderabad 15 Decision Making Process & Satisfaction Level 16 Readiness for a New School 19 Preferred Medium for Education Related Information 11 Conclusions 21 Annexure – Sample Questionnaire 23

6. Executive Summary (2/4) BACK Majority Minority Earning Family Members => 2 Majority Minority Monthly household income X=> 20K Majority Minority Preferred source for information on schools Word of mouth Majority Minority Present Schools No clear leader; Gowtham, Bhashyam, and Ravindra Bharathi are top three

7. Executive Summary (3/4) BACK Majority Minority Present Curriculum CBSE Majority Minority Admission to local schools, easy? NO Majority Minority Key factors for school selection No clear leader; Cost / tuition fees, Convenient location, Choice of curriculum, Brand name, and Future prospects are top five Majority Minority Satisfaction No clear leader; higher dissatisfaction against tuition fees, individualized attention, and use of technology in teaching etc.

8. Executive Summary (4/4) BACK Majority Minority Open to a new school? Positive Majority Minority Acceptable fee range (in INR, quarterly) 4,000 6,500

9. Responding Parents’ Profile (1/2) Source:1 ROI Primary Research & Analysis BACK Gender Varied Educational Backgrounds Healthy Representation of Various Other States

11. Preferred Medium for Education Related Information Source:1 ROI Primary Research & Analysis Confirming the parents’ preferences above, following schools were observed to be actively using various mediums of advertising: BACK Preferred Medium for Information on Education Along with the time-tested communication mediums, the growing use of technology based personalized and focused mediums, especially sms etc., is eye catching in the recent times. Kidzee Pre-School I Play I Learn Pre-School T.I.M.E. Kids Pr-School Strawberry Fields Pre-School Bachpan a play school Little Einsteins Pre-School News Paper News Paper Advertisements on APSRTC vehicles News Paper News Paper News Paper Radio Brilliant Grammar High School News Paper Rainbow International School News Paper, Hoardings Manthan International School News Paper Kaushalya Global – The Complete School News Paper Meridian School for Boys and Girls

12. Respondents’ Children – Present Education Stage Source:1 ROI Primary Research & Analysis BACK Present Education Stage Respondents’ children are studying in these different stages

13. Respondents’ Children – Present School Following 22 schools are covered under ‘Others’: Cambridge High School, Delhi Public School, Hyderabad Public School, Ramadevi Public School, Slate The School, Hyderabad Sainik School, Jubilee Hills Public Schhol, kotwal's School, Rosary Convent High School, Meridian School for Boys and Girls, Abhyasa Residential Public School, Bachpan a play school, Glendale Academy International, Rockwell International School, Oakridge International School, Sreenidhi International School, Manthan International School, Springdale Academy de International (SAI), DRS International school, Parkwood School International, Global Indian International School and Indus International School Source:1 ROI Primary Research & Analysis BACK Present School

17. Decision Making Process - Satisfaction Source:1 ROI Primary Research & Analysis BACK Parents also provided satisfaction ranking (13-for the highest satisfaction and 1-for the lowest satisfaction) for the important factors with respect to the present school(s) they are dealing with. School Selection Criteria (Actual Satisfaction)

20. Opinion Pool Source:1 ROI Primary Research & Analysis BACK “ They (school management) keep hiking fees exorbitantly which is unacceptable; government guidelines on the subject appear to be just a show piece. This may cause us changing school even though the present one no doubt is a reputed one” - Parents of child in 8 th standard “ Education (schooling) is becoming costlier by the day. Forget about tuition fees; so many of school related expenses burn a deep hole in our pockets. Stationery, school carry-bag, uniforms, shoes etc. put together take away an amount equal to a two bed-room apartment’s monthly rent in Banjara Hills – around 10-12 K” - Parents of child in 6 th standard “ No doubt that these (International) schools provide A-grade service standards right from the food to the infrastructure and accordingly they charge you a premium” - Parents of child in 9 th standard “ To find a good school to satisfy you in all aspects is like a dream-come-true; a colleague has relocated recently just to enroll her kid into a reputed school as the school’s transport was not available in her past location” - Parents of child in 3 h standard “ The present school for my younger one was good so far but now I notice that upper-primary standards (5-7) the faculty quality here is bit deteriorated, especially the English fluency is an issue. Though the fees are economical here, we have to look for a better option else where.” - Parents of child in 5 th standard “ Extra-curricular activities is one serious issue with schools, and it does not only mean sports or an annual picnic. By global standards it should include a wide range of choices to a student - theatre, elocution, orchestra, hobby-based clubs, participation in state and national level competitions etc.” - Parents of child in 10 th standard “ I personally have looked at many local school websites; majority are not providing complete information, lack forthrightness especially in terms of accreditations and curriculum” - Parents of child in 3 th standard

23. Annexure – Sample Questionnaire BACK