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Market positioning for elementary schools in Taiwan

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Abstract:

The birth rate has fallen dramatically over the past 20 years in Taiwan, and schools now have to compete for every student. As a result, school marketing has become a great concern for almost all educational institutions. This study is thus aimed at identifying major parental school selection factors, and by developing perceptual maps, this research also aims to help elementary schools find a niche in the highly competitive educational market. Brinckerhoff (2003) suggests that it is critical for institutions to identify their customer's consuming behaviors and motivations if the aim is to produce marketable goods. The research results of Ho and Hung (2007) identifies 14 major factors that might affect parents' school choice decisions. Greenacre (1994) as well as Kotler, Jain, and Maesincee (2002) claim that market positioning is important for institutions to find a niche in the competitive market, and a perceptual map is the best way for market positioning. A questionnaire survey was adopted. Questionnaires were administered to 550 kindergarten parents. Of which, 357 were retrieved and valid. Percentage frequency distributions, one way ANOVA, and correspondence analysis were adopted for data analyses. The findings are as follows: 1.The target customers rank safety as the most important concern for school selection, followed by the academic resources of the school. 2. The target customers from Chaiyi County emphasize mostly lower educational costs and better travel conveniences, while parents from Chaiyi City put more importance on characteristic curricula. 3. Most target customers ranked higher for schools in the recruiting area to which they belong. Moreover, the general image of schools located in Chiayi City is somewhat more advantageous than their Chiayi County counterparts.
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Association:
Name: 55th Annual Conference of the Comparative and International Education Society
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http://www.cies.us


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URL: http://citation.allacademic.com/meta/p485810_index.html
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MLA Citation:

Wu, Huan-Hung., Ho, Hsuan-fu., Chuang, Cheng-Tao. and Chang, Yu-Liang. "Market positioning for elementary schools in Taiwan" Paper presented at the annual meeting of the 55th Annual Conference of the Comparative and International Education Society, Fairmont Le Reine Elizabeth, Montreal, Quebec, Canada, Apr 30, 2011 <Not Available>. 2014-11-26 <http://citation.allacademic.com/meta/p485810_index.html>

APA Citation:

Wu, H. , Ho, H. , Chuang, C. and Chang, Y. , 2011-04-30 "Market positioning for elementary schools in Taiwan" Paper presented at the annual meeting of the 55th Annual Conference of the Comparative and International Education Society, Fairmont Le Reine Elizabeth, Montreal, Quebec, Canada <Not Available>. 2014-11-26 from http://citation.allacademic.com/meta/p485810_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: The birth rate has fallen dramatically over the past 20 years in Taiwan, and schools now have to compete for every student. As a result, school marketing has become a great concern for almost all educational institutions. This study is thus aimed at identifying major parental school selection factors, and by developing perceptual maps, this research also aims to help elementary schools find a niche in the highly competitive educational market. Brinckerhoff (2003) suggests that it is critical for institutions to identify their customer's consuming behaviors and motivations if the aim is to produce marketable goods. The research results of Ho and Hung (2007) identifies 14 major factors that might affect parents' school choice decisions. Greenacre (1994) as well as Kotler, Jain, and Maesincee (2002) claim that market positioning is important for institutions to find a niche in the competitive market, and a perceptual map is the best way for market positioning. A questionnaire survey was adopted. Questionnaires were administered to 550 kindergarten parents. Of which, 357 were retrieved and valid. Percentage frequency distributions, one way ANOVA, and correspondence analysis were adopted for data analyses. The findings are as follows: 1.The target customers rank safety as the most important concern for school selection, followed by the academic resources of the school. 2. The target customers from Chaiyi County emphasize mostly lower educational costs and better travel conveniences, while parents from Chaiyi City put more importance on characteristic curricula. 3. Most target customers ranked higher for schools in the recruiting area to which they belong. Moreover, the general image of schools located in Chiayi City is somewhat more advantageous than their Chiayi County counterparts.


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