|
In recent ten years, cram schools have grown rapidly, and the big environment has faced the phenomenon of dropping birth-rate. In such a competitive society under impact, parents’ condition of choosing a cram school is more and more harsh, and most cram school proprietors find that with the rising of consumer awareness, the competitive conditions of teachers and teaching service, environmental safety and facilities, course arrangement, and system and structure have become the crucial factors of parents’ purchase behavior. The research took parents of a famous local cram school in North Taiping, Central Taiping, and South Taiping, Taichung County as the subjects to discuss the conditions that the parents who have children participating in the cram activity pay most attention to on purchase behavior. There were 350 copies of questionnaire being issued practically: 150 copies in headquarters, 100 copies in North Taiping branch, and 100 copies in South Taiping branch; 331 copies were retrieved, and the return rate was 94.5%. Through the empirical analysis, the research findings are as follows: 1. On purchase behavior, the parents who were older, or had higher educational background, or whose occupation was public service or householder attached most importance to environmental safety and facilities, and the item that the parents paid most attention to was the cleanness and comfort of the cram school’s overall environment, reflecting that the group of parents placed importance on the perfect hardware equipment and check of public safety. 2. The parents of other population statistics variables valued teachers and teaching service the most; teacher’s proper arrangement for the rate of teaching progress, teacher’s taking the initiative in showing consideration for students’ conditions on body and mind, teacher’s possessing good oral expression ability, and teacher’s mutual communication with students’ often and having good relationship were the items that the parents attached most importance to. 3. Among the interviewee group of thinking tremendously highly of education, teachers and teaching service was the item that the parents of all population statistics variables paid most attention to unanimously for the purchase behavior for cram school, and then the other items that they valued were administrative service, environmental safety and facilities, and course arrangement according to priority. The fact represented that the group of parents had stronger concern for children’s education and higher participation in children’s education, and their purchase behavior was more worthwhile to do deep-going research and for reference.
|