viettrack - marketing report - march 2012

The first agency in Vietnam certified 20252 by British Standards Institutions

Marketing Research Association, USA

Market research top-line March 2012

Topic:

HCMC HA NOI DA NANG

PERCEPTION AND TENDENCY OF PARENTS IN CHOOSING

SCHOOL FOR THEIR CHILDREN

About:

Viettrack is a monthly consumer research report of FTA Research & Consultant,

aims to deliver opinions, evaluations and perceptions of consumers about various

topics including economic situation, new trends, products & services etc.

We do hope that Viettrack could help producers and marketers feel the breath of

consumers, from which find out the most appropriate way to satisfy the consumers’

needs which is increasingly sophisticated.

Viettrack is done according to ISO 20252:2006, the international quality standard in

market research and ESOMAR code of conduct.

Viettrack – March 2012 :

Sample size: N = 300

HCMC = Hanoi = Danang = N = 100

Target Respondent: The parents of students in all levels of education system

(kindergarten, primary, junior - senior high-school, high school, university/ college)

Economic class : ABCD

CONTENTS

SECTION A:

PERCEPTION ABOUT EDUCATION

SECTION B: CONSIDERED FACTORS OF EDUCATION INSTITUTIONSCHOOSING

SECTION C: MEDIA HABITS

SECTION D: DECISION MAKING BEHAVIOR

Which age ’s best suitability to begin some courses

Assessment toward the current situation of education

Difficulties when choosing & registering a school in regular education system

The mutual impact between

student learning capacity/ learning result and education environment

Satisfaction level of children current school of regular education system

Studying expenditure

PERCEPTION ABOUT EDUCATION

SECTION A:

3 – 4 yrs old

5 yrs old

6 yrs old

7 yrs old 6

42

34

18

3

59

22

16

6

50

27

15

9

17

52

22

N = 300 N = 100 N = 100 N = 100

TOTAL HCMC

Almost parents assume that the best suitability age for their kid to begin learning letters is around 5 – 6 years old. (This is also the age of pre-primary & primary school)

The mostly ideals of parents in HCMC & Hanoi are similar with the best suitable age is 5 – 6 yrs. However, Danang is 4 – 5 yrs.

WHICH AGE ’S BEST SUITABILITY TO BEGIN LEARNING LETTERS

Base on all respondents

HA NOI DA NANG

WHICH AGE ’S BEST SUITABILITY TO BEGIN LEARNING SOME COURSES OUT OF REGULAR CURRICULUM

The age's best suitability to

begin learning courseForeign languages Computer skills Soft skills Aptitude courses

3 - 4 yrs old 6 0 0 6

5 yrs old 17 1 2 16

6 yrs old 31 8 8 20

7 yrs old 19 15 17 15

8 yrs old 9 19 10 11

9 yrs old 6 14 14 9

10 yrs old 7 17 12 8

From 11 yrs old & above 5 26 37 15

In general, foreign language is one of the most important courses that the parents concern, thus they tend to let their kid soon approach this course in the age of 5 – 7 years old. This is also considered as the best grow period of kids with the showing of their aptitudes. Hence, children are given to join the aptitude course in the range of age too.

In learning computer skill and soft skill, almost parent assume that the age of 11 and above is most

suitable for their kids to begin learning these skills because from this age, they are grow enough to acquire any new knowledge and soft skills

Base on all respondents N = 300

DIFFICULTIES WHEN CHOOSING & REGISTERING A SCHOOL

16

17

20

22

23

23

34

36

37

38

TOTAL HCMC HA NOI DA NANG

15

17

12

20

12

20

24

32

42

49

9

21

23

21

28

16

33

26

26

33

22

13

24

24

27

33

44

49

44

33

PRIMARY SCHOOL

N = 120 N = 40 N = 40 N = 40

“The regulation of choosing school according to the living area” and “Complicated registration procedure/ processing” are mentioned as the most difficult matters that parents have to face when registering primary school for their kids.

Beside that, considering between “Vietnamese school and International school”, and “specialized-gifted school and normal school” is also in the top concerned matters of parents in choosing a primary school. This fact expresses how care of parents about their kid’s education

Complicated registration procedure/ processing

The regulation of choosing school according to the living area

Considering between Vietnamese school and International school

Considering between specialized - Gifted school and normal school

School fees

The overload status of state-owned schools in regular education system, difficult registration

Learning capacity

Unclear of enrollment procedure

Too many unofficial sources of information, lack of specific instruction from responsible people

Lack of official introduction channel/ information about schools

Based on all parents of students in Kid-Nursery & primary school

19

20

21

21

30

31

32

39

40

41

43

45


15

10

13

20

25

40

23

43

30

35

38

35

10

15

15

12

27

42

34

22

27

32

37

49

31

33

36

31

38

13

38

51

60

56

53

51

HIGH SCHOOL

N = 120 N = 40 N = 40 N = 40

Unlike primany education level, almost considerated matters are related to the learning ability of students, such as “considering the entrance school standard mark”, “learning capacity”; “Specialized–gifted school”…

In addition, considering between “Vietnamese school and International school” also takes interest of parents, especially in HCMC & HN


Considering the entrance school standard mark

Learning capacity



School fees






Considering of choosing the learning major


Based on all parents of students in high school (Junior & Senior)

11

13

19

23

25

27

33

33

44

53

59

64


5

5

20

25

5

40

40

15

40

55

35

60

19

5

10

19

24

14

14

33

52

48

62

67

9

26

26

26

44

26

44

48

39

57

78

65

UNIVERSITY/ COLLEGE

N = 60 N = 20* N = 20* N = 20*

Because of relating to the future career, thus “Learning major” is one of the most concerned matter when choosing a university/ college. Another factor which decides the learning opportunity of student toward a target university/college is the “Entrance school standard mark” and “learning capacity”.

“School fees” of University/ college is also an important matter.

There is no significant difference in 3 areas.


Considering of choosing the learning major

Considering the entrance school standard mark

School fees

Learning capacity









Based on all parents of students in university/ college *: Sample size is very small

THE MUTUAL IMPACT BETWEEN STUDENT LEARNING CAPACITY/ LEARNING RESULT AND EDUCATION ENVIRONMENT

TOTAL

Base on all respondents N = 300

7

1

22

13

3

1

15

14

12

9

5

6

31

42

47

56

53

44

25

31

36

35

40

50

Definitely disagree Disagree Normal Agree Definitely agree

Means Top 2 boxes

94

93

91

83

73

56

4.45

4.33

4.27

4.15

3.89

3.46

Most of parents assume that education environment has strong impact on learning capacity and learning result of children. Especially the impact of teacher (Pedagogic method and the way of appreciation/ criticism) is very close related

Pedagogic method will has strong impact on student’s studying result

The way of teacher appreciation/criticism will impact on kid’s learning attitudes

Sitting beside a good student or make friend with good students in class will let kid’s studying result better

The studying result of kids will be influenced by the general result of learning capacity of whole class

Kids study in a good education environment with very good facitities/studying equipments will get higher studying result

Participating too much on Youth Union/ student’s club activities will have bad influences on kid’s studying result

SPENDING ON CHILDREN’S STUDYING COST

40%

23%

15%

17%

3% 2%

Less than 2 millions

2 - 4 millions

4.1 - 6 millions

6.1- 8 millions

8.1 - 10 millions

More than 10 millions

PRIMARY

N = 60

* : Sample size is very small

The average expenditure for a kid who study Vietnamese school is around 2 million/month. There are a significant different between studying cost of kids in Vietnamese school and

International school fees with the range of International school pupil average expenditure is mostly around 4 – 8 million/month

Based on all parents of primary school

International

Primary school

Vietnamese

Primary school

N = 20* N = 40

Less than 2 millions 5 75

2 millions - 4 millions 20 25

4.1 millions - 6 millions 30 0



More than 10 millions 5 0

Average cost of each month

25%

32% 15%

18%

8% 2%

HIGH SCHOOL

N = 120

As well as in Primary level, average expenditure of International High school pupil is around 8 million/month while Vietnamese High school pupil is 2 – 4 million/month


2 - 4 millions

4.1 - 6 millions

6.1- 8 millions

8.1 - 10 millions



Based on all parents of students in high school (Junior & Senior)

International

High school

Vietnamese

High school

N = 40 N = 80

Less than 2 millions 5 44

2 millions - 4 millions 15 49




More than 10 millions 5 0

Average cost of each month

25%

54%

9% 3% 3 6%

UNIVERSITY/COLLEGE

N = 60

* : Sample size is very small

In University/ college, the average cost spending on studying is also around 2 – 4 millions/ month for each student.

HCMC is considered as a best-developed education environment in Vietnam. HCMC students

have more opportunity to join in many additional courses to improve the knowledge and skills as well beside the regular education system. As this reason, the demand and expenditure of HCMC students are higher than other area.


2 - 4 millions

4.1 - 6 millions

6.1- 8 millions

8.1 - 10 millions



Based on all parents of students in university/ college

Total (University/

Colllege)

HCMC Ha Noi Da Nang

N = 60 N = 20* N = 20* N = 20*Less than 2 millions 25 0 43 30

2 - 4 millions 53 50 48 61

4.1 - 6 millions 9 15 5 9

6.1 - 8 millions 3 10 0 0

8.1 - 10 millions 3 10 0 0

More than 10 millions 6 15 5 0

Average cost

of each month

Apportion budget for learning

Statistics from Primary to University level


TOTAL HCMC HaNoi Da Nang Primary

Junior

Highschool

Senior

Highschool

University/

College

N = 240 N = 80 N = 80 N = 80 N = 60 N = 60 N = 60 N = 60

Regular curriculum 50 62 55 49 60 50 47 54

Extracurriculum 21 13 20 23 15 23 25 9

Foreign-language course 18 15 16 19 16 18 18 22

Computer skills course 13 12 11 10 11 11 11 16

Other 4 5 4 4 3 3 4 5

APPORTION BUDGET

FOR LEARNING (%)

Key considered factors when choosing a school in regular education system

Key considered factors when choosing a foreign language Institution

Key considered factors when choosing studying course as soft-skills course, aptitude course

Desire and reason for choosing international school

Desire and reason for study abroad

KEY

CONSIDERED

FACTORS

WHEN

CHOOSING A

SCHOOL

SECTION B:

KEY FACTORS WHEN CHOOSING A SCHOOL IN REGULAR EDUCATION SYSTEM

0

0

9

14

14

21

22

23

27

40

42

42

43

47

49

54 54

55

61

64

65

NURSERY & PRIMARY SCHOOL

Based on all respondents

ACCORDING TO KID’S EDUCATION LEVEL

Facilities/ Learning equipment

Teaching quality

Teacher

Reasonable school fee

Teaching Program

School Reputation

Location (nearing house)

Teacher attitude

Parent – Teacher/School communication

Teaching method

Well teaching of Foreign Languages

Pupil nutritious care

Extracurricular activities

Well-support of teaching management department

Summer Holidays activities

Summer Holidays course

Opportunity of getting after university degree

Value of the degree (international recognition)

Entrance exam mark

Part-time jobs opportunity during studying time

Career opportunity after graduation

N = 120 N = 120 N = 60

Across all levels, the key factors of choosing a regular school can be divided into 3 main groups: “Facilities/ learning equipment”; Teaching quality (teacher, curriculum, pedagogic method) and Reasonable school fees.

In addition, the factors related to “the assure of future career” and “the value of degree” is also considered in university/college.

9

10

20

21

21

22

22

25

25

29

37

38

44

48

49

54 56

59

60

62

67

10

15

14

25

20

20

23

28

36

20

41

48

48

48

50

53 55

56

56

61

69

HIGH SCHOOL UNIVERSITY/

COLLEGE

KEY FACTORS WHEN CHOOSING A FOREIGN LANGUAGE INSTITUTION

19

23

25

27

28

31

34

46

56

57

58

59

60

62

TOTAL


21

17

28

29

18

31

23

40

57

58

62

59

63

68

19

25

24

30

30

34

32

48

57

60

58

58

59

60

15

32

18

15

42

25

58

57

52

50

52

60

57

52

N = 300 N = 120 N = 120 N = 60

Teaching quality

Teacher

School reputation

Teaching program



Foreign teacher

Value of degree (International recognition)

Location (nearing house)

Opportunity of studying abroad

Extracurricular program


Scholarship

Parking


There is no significant difference in comparing between the different level of education. However, Students in university/college seem care much on the factors of “foreign teacher” and “value of degree”


HIGH SCHOOL UNIVERSITY/

COLLEGE

KEY FACTORS WHEN CHOOSING STUDYING COURSE AS SOFTSKILL COURSE, ATTITUDE COURSE

ACCORDING TO AREA

16

18

20

26

27

27

33

38

40

44

45

49

50

51

52

54

55

13

19

20

18

17

25

36

40

35

27

32

37

57

48

41

43

35

18

11

21

25

25

22

36

34

26

55

42

50

38

54

58

60

75

17

23

19

36

39

35

26

41

60

51

62

59

55

50

58

59

56 Teaching quality



School reputation

Practical program

Teacher

Suitable schedule

Teaching program

Many practical activities during studying course

Great hand-out document/ Reference document

Location


Value of degree/ Certification

School officers attitude

Student service care

Parking

Well-support of teaching management department

N = 300 N = 100 N = 100 N = 100

The key factors of choosing soft-skills/ aptitudes courses are the same as the key factors of choosing foreign language course. Moreover, the practical of programs and suitable schedule are two additional important factors to be considered in this situation.



DESIRE & REASON FOR CHOOSING TO LEARN IN INTERNATIONAL SCHOOL

TOTAL HCMC HA NOI DA

NANG

15 12 15 17

85 88 85 83

Yes

No

More than 80% parents in both 3 areas assume that they will let their kids study in International schools if their financial condition is satisfied.

This result expresses that the new trend of education in Vietnam is more and more approve by many parents.

N = 300 N = 100 N = 100 N = 100

Base on all Respondents say “Yes” for desire to choose International school

N = 256

Reason for choosing (%)

The ability of communication by foreign language is better 39

Modern equipment, good facilities 24

Good Pedagogic method 23

Good curriculum 19

The teachers is foreigner 13

Modern educational enviroment 9

Building Self reliance for children 8

Raising Self confidence for children 7

No high pressure learning 6

TOTAL HCMC HA NOI DA

NANG

Base on all respondents say “Yes” for desire to choose studying abroad

N = 243

19 13 19 25

81 87 81 75

Yes

No

The expectation of parents to give their children study abroad is more than 80% in this survey.

The high demand of studying abroad has brought about the development of many foreign language centers, and many study abroad consultancy; education association as well.

N = 300 N = 100 N = 100 N = 100

DESIRE & REASON FOR CHOOSING TO STUDY ABROAD

Reason for choosing (%)

Have more good job opportunities 35

Building Self reliance for children 30

The ability of communication by foreign language is better 28

Approaching knowledges of developmental countries 19

The degrees has international value 9

Opening knowledge of many cultures in the world 9

High quality education 8

Practical program/ curriculum 8

Raising Self confidence for children 8

Evaluation about education advertisement

Sources information

Important factors about information included in an advertisement

Favorite promotion

Idols in education

COMMUNICATION

HABITS

SECTION C:

EVALUATION ABOUT EDUCATION ADVERTISEMENT

16

23

31

32

49

17

34

41

49

39

19

13

29

34

50

11

21

23

14

59 I prefer the advertisement with clear information, It is

easy to understand

I prefer the advertisement with less information, but design is impressive and creative, I can remember it for

a long time

Every advertisements provide nearly the same introducation and guarantee of service and quality, it is

really hard to evaluate and choose the best one

Almost advertisements are overplay, I don’t like and don’t beilive it

Most advertisements try to include so many information, thus it makes me confuse

N = 300 N = 100 N = 100 N = 100

Almost parents ( ~ 50%) prefer the advertisement with clear information which is easy to understand, and easy to find out any needed information



SOURCES OF INFORMATION

21

27

31

46

53

90

23

33

38

57

58

88

27

34

38

28

60

92

12

14

16

54

42

91 Friends/ colleague/ relatives

Websites/ Forums

Newspaper/ magazine

Official websites of schools/ education Institute

Searching tools on internet (Google, Yahoo search…)

Brochure/ Leaflet

N = 300 N = 100 N = 100 N = 100

WOM – Word of mouth seems to be the most effective communication channel in education media.

Parents usually get and share any information/experiences with friends, relatives… about their kid’s education matter or reading/ sharing any comments website forum



IMPORTANT FACTORS ABOUT INFORMATION INCLUDED IN AN ADVERTISEMENT

TOTAL

0

0

0

0

1

0

0

0

0

0

0

0

0

3

3

2

2

5

1

1

1

1

21

19

18

18

14

14

12

12

11

9

9

7

7

52

49

48

51

48

47

43

43

43

44

48

41

46

25

29

32

29

33

38

44

44

45

46

43

51

47 School fees

Teaching method

Training program and course-length

Introduction of program practical application

School facilities/ Learning equipments

Introduction of teachers

Introduction of degree/ certificate value

Schedule of course/ time for registration

School/Education Institute introduction

Introduction of old trainee/students who are success now

Promotion information

Interesting education story

Impression communication message

Top 2 Box

Means

93 4.4

92 4.43

91 4.34

90 4.35

88 4.32

87 4.32

87 4.32

85 4.22

81 4.07

80 4.1

80 4.05

78 4.02

77 3.98

There should be placed the introduction information related to school fees, study program and teaching method in an education advertisement because they are the main information that parents concern and look for.

Based on all respondents N = 300

Not important at all Not important Neither Some what important Very important

FAVORITE PROMOTION


46

60

64

66

75

80

82

13

32

34

41

57

50

61

Top 3 Favorite promotion

41

40

51

65

66

71

76

12

16

31

48

46

49

64

51

77

60

66

70

81

92

9

36

35

38

55

46

81

47

64

81

68

90

87

77

19

44

37

36

71

56

37 Opportunity of getting a scholarship

Early registetration school fee discount

Free hand-out documents/ Textbook/ Ref book

Free additional courses as practice course/ extra-curricular

Mock-up study (Trial Class)

Lucky draw with valuable awards ( travel trip, laptop…)

Pragmatic gift (bag/ raincoat…)


N = 300 N = 100 N = 100 N = 100

Top 3 of favorite promotions are liked most : “ Opportunity of getting a scholarship”; “discount school fees” & “free hand-out documents”.

IDOLS IN EDUCATION

Dựa trên tất cả đáp viên

Professor Ngo Bao Chau

Uncle Ho

Isaac Newton

Mac Đinh Chi

Based on all respondents N = 300

Time for searching for the studying course/ school information

Role in making decision of choosing your children school/studying course

Decision making stimulation

DECISION

MAKING

BEHAVIOR

SECTION D:

TIME FOR SEARCHING FOR THE STUDYING COURSE/ SCHOOL INFORMATION

10

24

40

41

52

11

24

33

58

51

8

19

40

22

62

10

29

46

43

43


When my children have the demand toward a specific studying course

Whenever I see an attractive advertising of education or an appropriate

program/studying course, I will find out more detail information related to it.

I just look for information before enrollment season

Before summer time

In summer time

ACCORDING TO AREA

N = 300 N = 100 N = 100 N = 100

Parents usually search for the information when their children intend to join any specific course.

However, an attractive advertising is sometimes effective that let’s the parent to consider a new course which is not in the initial intention.


ROLE IN MAKING DECISION OF CHOOSING YOUR CHILDREN SCHOOL/STUDYING COURSE

12

42 13

30

41

46

9 59

29 19

I look for the related information and alsobeing the main decision maker in choosingmy childen schools/studying courses

I look for the related information and makemore discussion with mychildren/wife/husband/family for unifyingthe most suitable one.

My children look for related informationhimself/herself, but i am the final decisionmarker.

My children look for related informationand make decision himself/ herself. I justplay the role of an advisor, and will agreewith my children decisions.


N = 120 N = 120 N = 60


In Primary school, parents are the main decision maker in choosing their kid’s study course. However, this fact is changed according to the education level. With higher level of education, student tend to make decision by themselves


HIGH SCHOOL

UNIVERSITY/ COLLEGE

DECISION MAKING STIMULATION

20

35

36

65

78

14

42

39

40

59

21

14

34

56

57

All of my relatives, neighbors, friend’s children have register for that course yet

Quickly register to get special promotion (discount; scholarship; gift…)

Time sensitive – Make use of my children summer time

Be convinced after the mock-up class

Convinced advisors of consultants 18

30

36

54

65

N = 300 N = 100 N = 100 N = 100

After collecting enough the needed information related to a course, “a special promotion program” will be a persuaded factor that let’s parent bring out a decision immediately.

In addition, the psychology of crowd is also impact the decision promptly



CONCLUSION

Product:

- The criterions in choosing a school/ education institution mainly focus on the factors of “Facilities/ learning equipment” and “Teaching quantity (teacher, curriculum, pedagogic method), this fact expresses how care of the parent toward their kid’s education. Thus, this is a good opportunity for any educated investors enter this market with the targeting of superior segmentation

- International school is more and more approved by many parents with the rate of 80% respondents intent to give their kids study in an international school if their financial condition is satisfy. It is predicted that this trend will keep growing in Vietnam.

- The high rate of parents want to let their kids to study abroad is an optimistic signal to any education associations or studying abroad service agencies to widen their activities. However, they have to face with many challenges because of their clients have knowledge in studying abroad matters now, and the requirement in services quality is high also.

Price:

- As Viettrack report in May-2011, Education expenditure is one of the most important

expenditure that couldn’t cut down no matter what situation. Parents are willing to spend much on their kid’s education to make sure of their kids can enjoy a good teaching service, especially in the big cities as HCMC & HN, the rate of expenditure per month is up to 6 – 8 million/month.

- The average of expenditure for education is around 2 – 4 million/month with more than 50% of this rate spend for regular education, the remain 50% is for any extra courses or foreign language courses.

- English fluently is one of the most important factors to assure student can get a good-job, thus in this level, students will pay much attention in learning English. Hence, many English center/ English course is target to student segmentation.

CONCLUSION

Place:

- Selection a school with conformable location (near house, near the working place of

parent…) is one of the criterion in considering a school/ education institution for their kids

- Formally, most of the private school/ education institutions are found at the center district in order to attract the student and parent attention. However, the increasing of studied demand in both regular education system and any additional courses as foreign language, computer skill, aptitude course… is the opportunity to base more branches in the new area so as to ensure of it is right targeted

- School transportation service is very important nowadays because of the busy urban life. For this reason, school which doesn't have the advantages of location can be improved by organizing a good transportation service.

- The regulation of choosing school according to living area (which is applied for Primary and Secondary domestic school) in Vietnam leads to many difficulties in registering a school. Hence, this is the chance for the private school to approach the target student/ parents and pursued them with by the quality of service, teaching and school facilities.

CONCLUSION

Promotion

- WOM is considered as the most reliable reference channel of almost parents. Besides that, print ad – advertising on printed newspaper, magazine… - still is an effective channel and be used most often by the marketer. Hence, beside the investment and improving of school facility/ equipment and teaching quality, the education institutions should also focus on building an effective communication channel to get more insight of the parents and providing the better education service that meet their expectations.

- The simple advertisement with clear information is preferred by most parents. The impressive or raising the curious advertisement is not suitable in this situation.

- The most favorite type of promotion is related to the discount as “opportunity to get a scholarship”; “Discount”; “Free handout/ document”…

- Toward university/ college level, students tend to be the main decision maker of choosing their school/ studying course with the reference from the parent. Therefore, the main target of any advertising/ communication program should the student.

CONCLUSION

CONCLUSION

The result shows us overview of how care of the parents toward their

children studies. They are willing to receive and acquire the new trend of

education with the desire of choosing the best education environment for

their kids as international school/ study abroad and joining many

additional courses.

The research report helps the education institutions and Marketers know

about the perception, demand and tendency of parent and students

toward studying matters, thence pointing out the appropriated

approaching method to the target student/parent.

Thank you

viettrack - marketing report - march 2012

Documents

yrs old

years old

best suitability age

best suitable age

age s best suitability

range of age

education section b

choosing school