| Abstract: | One of the objectives of recent government educational reform is greater emphasis on parental choice of school. In consequence, schools are increasingly exposed to competition and in order to maintain pupil numbers will have to become more responsive to their customers. This study, drawing from semi‐structured interviews, examines the process of parental choice of primary school. There is a consensus among parents as to the importance of the decision being taken and regarding the influential evaluative criteria. However, during the early stages of the decision‐making process there are variations between different groups of parents, in particular first time choosers and those with a child already at school, but most especially between different socio‐economic groups. Implications for the primary schools' marketing strategy are considered. Copyright © 2000 Henry Stewart Publications. |
