Factors influencing parents’ choice of school for their children in Botswana: marketing strategy for customer loyalty

This study explored the market for a new School for preschool to grade 12 in the capital and surrounding towns/villages. It considered twelve factors that may affect the viability of the proposed project at the designated location. These factors were availability of children under seven years in the location and its catchments area, the role distance played in choosing a school, satisfaction with the quality of education offered by current schools in the area, she type of education environment people wanted, the services the people want for their children, What is considered affordable school fees? Transport requirements, whether there was a felt or perceived need for the whole day care in the school, he impact the new school would have on the location, expectations on the image of the school buildings, expectations for the curriculum, expectations for staffing and teacher pupil ratio, and other educational innovations. The design for the study was qualitative in nature. Researchers gathered data through home visits, using interview instruments. The sample was fifty families selected randomly from the city and villages falling within 70 kilometres radius from the city. Participants perceived a need to build a new school at a central location. They advocated good child care, good education, safety of children beautiful strong buildings and several educational innovations and affordable school fees. Parents stated that proximity to school is not a given that they would choose the school. They wanted schools that move with the times in terms of what the Botswana society needs. Transport was required by most parents while others preferred to commute with the children to their place of work. The purpose for conducting the study was to establish the market for a new day care centre catering for preschoolers to grade 12. The rationale being that school is a major project that needs careful planning academically and financially. The theoretical framework used for the study was overlapping spheres of influence by Epstein (1992). In todays highly competitive markets, businesses are more challenged to increase, or even maintain market share. With the globalization and continuous technology innovations, the challenge continues to grow. Hence, it a need for critical market research.