Parents’ decision-making regarding international secondary education provider

Abstract

Viewing education as a product helps to investigate education from a marketing perspective. Specifically, researching choice in education in an economic methodology produces social and private benefits. While there are many studies on choice of international tertiary education providers, few studies focus on the international secondary education market. This article addresses this research gap, using a two-part quantitative study to demonstrate the role of heuristics play in parents’ decision-making process regarding education providers. Heuristics are involved with the formation of both constructive and functional attitudes that is the core of the information search and evaluation stage, the second stage of decision-making process.