An Analytical Study of Parental Motivations for Selecting International Schools in Myanmar

Abstract

This research aims to explore and analyze the motivations of parents in Myanmar for selecting international schools for their children. With the rapid growth of international education in Myanmar, understanding the factors that influence parental decision-making has become increasingly important for educators, policymakers, and stakeholders in the educational sector.
The study employed a comprehensive framework derived from the 7Ps of the Service Marketing Mix—Product, Price, Place, Promotion, People, Process, and Physical Evidence—to examine the various dimensions influencing parental motivations. By utilizing a quantitative approach, data were collected through structured questionnaires with a target population of 400 parents residing in the two major cities, Yangon and Mandalay in Myanmar. The questionnaire was designed to elicit responses on demographic information, perceptions of international schools, and factors influencing their selection decisions.
Preliminary findings indicate that the primary motivations for selecting international schools include the perceived quality of education, the reputation of the institution, and the desire for a globally oriented curriculum. Parents also prioritize factors including the qualifications of educators, the availability of extracurricular activities, and the overall school environment. While cost remains a significant consideration, many parents are willing to invest in tuition for the perceived long-term benefits of an international education.
The results of this study are expected to provide valuable insights for international school administrators and policymakers, enabling them to better align their offerings with parental expectations and enhance the overall appeal of their institutions. Furthermore, this research contributes to the academic discourse surrounding international education in Myanmar, offering a deeper understanding of parental motivations in a rapidly evolving educational landscape.

Keywords: international education, parental motivations, Myanmar, 7Ps service marketing mix.

6517192006, Swan Yee Htet, 2568(2025). Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, สารนิพนธ์ (Independent Study), An Analytical Study of Parental Motivations for Selecting International Schools in Myanmar, นำเสนอในวารสาร (๋Journal name) Journal of Business Administration and Languages (JBAL), ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย