A study of the influence of marketing mix elements in selecting preschool organizations by parents in bandar Dungun / Azahari Abu Bakar

Over the last two decades, a nationwide emphasis on better preparing children for school, understanding how children learn, and improving the educational and social outcomes for all children have focused attention on early childhood education . In response to these issues, a number of programs and organizations have been created, involved and focus either directly or indirectly on early childhood education, where it depends on the parent decision to select which is the best for their children. In fact, the marketing mix elements - 4Ps : Product (service) performance, Price (fees charged), Place (location and service delivery) and Promotion (promotional campaign) have influenced parents decision in selecting preschool organizations.
This study was conducted in Bandar Dungun where the sample frame of the research are selected based on four different kinds of pre-school organizations that have been classified such as below;

Pre-school Organisation
KEMAS Kindergarten Kementerian Pembangunan Luar Bandar
PASTI Kindergarten Parti Islam SeMalaysia (PAS )
AN-NAJMI Kindergarten Private Preschool
YAYASAN ISLAM Kindergarten Yayasan Islam Terengganu