This research is an attempt to analyze the decision making process of parents (customers) in choosing a school for their children.Results will help school in making strategies to effectively position themselves in consumers mind.The primary data collected through questionnaires from the higher middle class section of the society to understand the factors which plays important in selecting a school because though the children is the end user the final decision still lies with parents. The outcomes are examined and efforts made to establish a meaningful segmentation approach to support the marketing plan.

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Project : “A School for ones child”
Prasad G || Ravikumar CV || Smit Shukla || Romia Mukherjee || Rupali Bhutani || Tanvi

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Introduction to Project and Objectives:
• The research is to identify the consumer preferences and behavior in choosing primary educational institution
• This research is an attempt to analyze the decision making process of parents (customers) in choosing a school for
their children
• This research will help the school in making strategies to effectively position themselves in consumers mind
Limitations:
• The target audience
- Higher middle class section of the society
- Geographical location: Gurgaon
- Primary education

3. Methodology and Design:
• Variables:
1. Dependent variable: Consumer behavior (attracting parents)
2. Independent variables: Vicinity, Infrastructure, Results, Type of school, Syllabus, Fees, Co-Curricular
activities, Peer group, Co-Education
• Type of Data: Primary
• Instruments: Structured questionnaire
• Target Group: Higher middle class
• Sample Size: 50
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4. Questionnaire Used :
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5. Survey Results:
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SURVEY RESULTS ON SEARCHING/EXPLORATION
SURVEY RESULTS ON
CHILD’s AGE

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Consumer’s Decision Making Process:
Need Recognition:
Best Primary Education
for child
Information Search:
Search of available
schools
Evaluation of
alternatives:
Selecting best suitable
school based on
perception
Purchase:
Taking admission in
selected school
Post purchase behavior:
Feedback (Parent’s
Satisfaction)

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• Taking into consideration all factors cultural, social, individual and psychological and generated survey
results, below are the factors that targeted audience is taking into consideration selecting school.
• It attempts to understand the buyer decision making process, both individually and in groups.
Need Recognition : Need for any parents is to give best primary education to their children which also involves
best school to be part of decision making.
Information Search: In this phase search is performed selecting any school based on prior knowledge and
perception of parents. From raised question it has been observed that parents are selecting schools through
peer reviews (approx. 40%).
Evaluation of Alternatives: In this stage, scope is filtered and consumer exploration focus on available
alternatives. As per survey results approx. 22% of parents look forward for schools having best syllabus.
Purchase: This is final stage in consumer decision making process which strengths the selection and consumer
actually goes for final decision making. From collated results, it can be inferred that parents prefers self
exploration and focus is on selecting school having best education syllabus.
Factors affecting each step of process:

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Segmentation Strategy of School:
• The middle class families has divided into upper and lower middle class due the increase in the annual
earning and they are moving from tier-2 and tier 3 cities to urban and metro cities for better
opportunities and better education facilities for their children.
• Already there are schools targeting this segment, but they are mainly concentrating on academic
growth. The survey shows that parents are more concerned about the results and the syllabus, however
now a days parents have also started focusing on holistic development in their children.
• This is the right target audience to position ourselves to fulfill their desire of holistic education which
results in overall development of their children without compromising their academic growth because
they are ready to invest the money for a better future of their children.
Geographical
Segmentation
• 15KM radius (People
living with in radius of
15 km from school)
Demographic
Segmentation
• Parents with kids of age
between 4-12 years
Psychographic
Segmentation
• Ethinicity
• Lifestyle
• Values

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School planning to influence (Search, Alternative Evaluation & Outlet Selection) :
Search: From generated survey, parents are selecting school based on self exploration. So to penetrate into
this phase, school must plan to put sign boards across each society in nearby area. In addition to this school
must also put lot more focus on infrastructure to catch parents attention. School must develop strategies to
be known as landmark. School itself could host various vaccination camps/job fairs/voting booth/public
examination etc.
Alternative Evaluation: From the survey results, we can understand that parents are majorly looking at
following factors like Course Curriculum, Past Results, etc. So to match and fulfill parents expectation school
should focus on other parameters (Best Teachers, Teaching Methodology, Computer Aided Pedagogy etc.)
that would enhance these factors. Also school should develop strategies that highlights these parameters in
their branding.
Outlet Selection : Key factors that attracts and becomes a game changer. School should provide additional
facilities like mid day meals, yoga, extended day care beyond school time etc. Create homely ambience
which enhances students creativity.

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Mechanism to collect post-purchase feedback :
- Regular Parent – Teacher meetings (Collect feedback to know satisfaction level)
- Online Email Survey (Monthly Basis)
- End Term Results (To understand student’s performance)
Recommendation and Conclusions :
- School should focus on quality of education by recruiting best teachers, collaborate with foreign
schools, including latest syllabus etc.
- It’s a good practice that school can implement some program like ‘community service’ which is meant
for social benefit.
- Can also start yoga and meditation as part of academics.
- Also can design simulation games that develop leadership qualities at an early stage.
Thank You