A market analysis of parental decision -making in the selection of a private kindergarten in Taiwan

In view of the scarcity of educational marketing/public relations studies in Taiwan, particularly at the kindergarten level and the need to recruit and retain students in a highly competitive environment, this research was conducted among a sample of parents whose children attend a large private kindergarten in one of the major cities in Taiwan. Both quantitative and qualitative methods were used to collect data for this study. The objectives of the study were to find out the demographic profile of the parents whose children enrolled at the kindergarten, their information seeking patterns regarding kindergarten education, factors affecting their choice of kindergartens, and their opinion about the services of the kindergarten where their children are enrolled in the areas of curriculum, faculty, and administrative services. The research revealed that parents of the kindergarten students studied are judicious shoppers for their children\u27s education; they shopped extensively for a kindergarten which offered the highest cost-benefit ratio. For their children, they want a kindergarten which has a kind, warm, dedicated, and highly qualified faculty. They prefer a kindergarten which not only offers a balanced bilingual curriculum but also helps their students make a smooth transition into elementary schools. The study suggests that the parents are overwhelmingly satisfied with the curriculum, the faculty, and the administration of the kindergarten where their children are enrolled