Marketing Factors Influence on Decision Making to Choose the International School: A Case Study on Shrewsbury International School Bangkok

Abstract

This study aimed to investigate the marketing factors which influence on decision making to choose international school. Shrewsbury International School Bangkok was the case study in this studying. The specific purposes of the studying included determining the affect of decision making on individual essence, reputation, educational school, location and environment in international school. The study found out that majority of parents in Shrewsbury International School Bangkok chose educational systems for the most significantly (x̄ = 4.38, S.D. = 0.806), followed in turn by location and environment (x̄ = 4.26, S.D. = 0.854). The finding also showed the significant influence of reputation and school fees affect decision marking for choosing international school by x̄ = 4.20, S.D. = 0.898 and x̄ = 3.83, S.D. = 0.956. Therewith, school should focus on market promotion by doing public relations to promote school information relate to educational system. In order to reach the need of parents who are looking for the information which meet their needs. The channel to transfer information would be the way to transfer information direct to parents efficiently. Besides, promoting educational system also need to support other factor which is minor important.