Marketing practices in private primary schools in Kenya: a case study of Maragua district
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Date
2012-03-14
Authors
Wanyoike, John M.
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Abstract
Private sector in education is' increasingly being admired by the public relatively due to
the quality of education offered as compared to the public sector. This is more so
especially on introduction of free primary education by the NARC Government in year
2003.
The sudden increase in number of pupils in respect to facilities including human resource
caused the drop in the education quality (MOEST annual report 2004). The result of this
has been upcoming investors in the private primary schools. At the same time parents are
willing to take their children to these schools where the quality of education is high.
This has resulted to the need for investors to market their schools for customer awareness
and right decision as to which school to take the children. The study aimed at surveying
the marketing practices applied in private primary schools in Maragua District in Central
province of Kenya.
The literature review was based on 4 Ps of marketing namely, product/service, price,
promotion and place with an addition of physical evidence, people and marketing
research. !i
The study design adopted was descriptive as will provided numeric measurable data. The
target population was sixteen schools, a random sample of 30% of the fifty two schools
where in each school, one respondent i.e. the manager was issued with a questionnaire.
The research instrument was a questionnaire and the data analysis took the resultant form
of pie chart, tables and frequencies.
Description
Department of Business Administration, 72p. The LC 55 .K4W3 2007
Keywords
Private schools --Kenya --Maragua, Private schools --Business management --Kenya --Maragua, Marketing --Kenya --Maragua