The Relatedness of Marketing Strategy in Impression and Consumer Behavior of Parents—A Case Study of English Cram Schools in Changhua County

• Main Authors: Hsiang-Chun Liu, 劉香君
• Other Authors: Chih-Chiang Yang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/33574051894959276378

碩士 === 國立臺北教育大學 === 教育事業創新經營碩士學位在職進修專班 === 99 === Promoted by the trend of internationalization, learning English has become common in Taiwan. Parents spend a lot of money on their children’s education to help them get a good start in the competition with other children. For this reason, the number of English Cram Schools increases quickly. Unfortunately, Taiwan faces the impact of a low birth rate these years. This pressures the English Cram Schools to avoid closing in this intense and competitive market, so stimulating the consumer behavior of Taiwanese is the goal of English Cram Schools. In view of this, the marketing strategy most commonly used is to just enroll more students in English Cram Schools in Taiwan. So in this study, McCarthy’s marketing mix is used to analyze marketing strategy in English Cram Schools. In addition, it is also found that the EKB model suits parents’ consumer behavior in the market of English Cram Schools. Therefore, the decision-making process of the EKB model’s five steps of needs recognition、search for information、alternative evaluation、purchase decision and outcomes of the purchase might be used to describe the parents’ consumer behavior regarding Taiwan’s English Cram Schools. A questionnaire was used by this study for understanding the relatedness of the marketing strategy of English Cram Schools in Taiwan and consumer behavior of parents. This study uses a case study on one school to collect the data from the questionnaire, and analyze its correlation. It tries to verify if marketing strategy in Taiwan’s English Cram Schools helps the school enroll students or not. According to my survey, the evidence reveals product strategy is shown to be the easiest way to lead consumer behavior. English Cram schools that use marketing strategy should consider product strategy first. Price strategy can influence parents’ behavior, but in my study, I found that it is not the leading factor that parents use to choose their ideal cram school.