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Volume :4 Issue : 1 1996      Add To Cart                                                                    Download

School Selection Behaviour and Demographic Segmentation of Public and Private School Users in Kuwait: A Multivariate Analysis

Auther : Mona R. Al-Ghais
Thabet A. Edris

This marketing-oriented investigation is concerned with Kuwaiti parents’ behavior of school selection. The results demonstrated that selecting a public, Arabic private, or Foreign private school is more likely to be influenced by treatment, efficiency, expenses, school activities, location, school image, and word-of-mouth communications. The results also revealed that the perceived relative importance of some of the school selection determinants vary across the education stages. Public and private school users were found significantly different in certain demographic characteristics. Lastly, the study suggested several implications for public policy makers to increase public school use among Kuwaiti parents.

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