An Analytical Study of Parental Motivations for Selecting International Schools in Myanmar
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Abstract
Using the 7Ps framework of the Service Marketing Mix: Product, Price, Place, Promotion, People, Process, and Physical Evidence, this study investigates the reasons of parents in Myanmar for choosing international schools for their children. Using standardized questionnaires, 414 Yangon and Mandalay residents were part of a quantitative approach. The results show that parents give academic excellence, institutional credibility, and a globally oriented curriculum top priority. Important elements also consist in school environment, extracurricular activities, and instructor quality. Because of its supposed long-term advantages, many parents are ready to pay for international education even if financial concerns abound. With an adjusted R-squared value demonstrating how well the independent variables explain the variance in parental motivations, statistical analyses involving regression models illustrate the significance of these elements in parental decision-making. This study offers insightful information for legislators and school managers to match educational programs with parental expectations, therefore improving knowledge of dynamics of foreign education in Myanmar.
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