Market analysis: factor influencing parents' choice for childcare centre / Mary Rani Sami

This study was carried out to identify factors influencing parents’ choice for a childcare centre. A total of 113 respondents consisting of parents currently sending their child to a childcare centre, parents has the desire to send, parents has no intention to send their child to a childcare centre and parents living in the Stampin Tengah/Green Height, BDC and Tabuan Laru areas. The respondents were asked to answer 47 questions, which covered the respondents’ profiles, factors influencing parents’ choice for a childcare centre, the significance of childcare, parents’ expectation of a childcare centre and parents’ awareness on early child development programs. The study found out that parents were influenced by the standards of cleanliness at the childcare centres followed by the quality of service provided. Parents at these areas expected their children to be happy while at the centre and hoping the childcare centres have strict rules about general cleanliness and services. Finally, parents wanted to be involved in the childcare’s education plan and development programs and frequently updated on their child development.