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Factors Affecting Student Enrolment: A Study of Private Primary Schools in Kajiado North-Kajiado County

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dc.contributor.author Ngare, Lydiah Wangu
dc.date.accessioned 2019-02-06T07:15:51Z
dc.date.available 2019-02-06T07:15:51Z
dc.date.issued 2018
dc.identifier.uri http://erepo.usiu.ac.ke/11732/4306
dc.description A Research Project Submitted to the Chandaria School of Business in Partial Fulfillment of the Requirement for the Degree of Masters in Business Administration (MBA) en_US
dc.description.abstract The general objective of this study was to identify factors that affected student enrolment in private primary schools in Kajiado North-Kajiado County. The specific objectives that formed the base of this research included: To determine the impact of the marketing mix on student enrolment, to establish how word of mouth referral marketing affected student enrolment and lastly to examine how the quality of service influenced student enrolment. The descriptive research design was used in this study. The research targeted 140 management level respondents from the private primary schools in Kajiado North. Simple random sampling was used in the study. The research sample size was 104 schools. The number of questionnaires filled and analysed was 77 which represented a 74% response rate. Structured questionnaires with close-ended questions were hand-delivered to the respondents for the purpose of collecting data. Descriptive and inferential statistics were used to analyze the collected data. The data were presented in tables and figures. The Statistical Package for Social Sciences (SPSS) software was used to analyse the data. The first objective of this study aimed to determine the impact of the marketing mix on student enrolment in private primary schools in Kajiado North. Under price in the marketing mix, amount of school fees charged by a school was considered as the most important enrolment determinant. Quality of teaching was established to be the key enrolment determinant when parents look into the product/service offered by the school. The degree of a school’s cleanliness was highlighted as very important when parents were considering which school to enrol their child. Lastly, the most effective means of promoting a school so as to increase the student population was found to be face to face marketing to parents. The second objective of this research was to establish how word of mouth referral marketing affected student enrolment in private primary schools in Kajiado North. The opinion of relatives and friends about a given school was found to have greatly influenced which school a parent enrolled their child in. Facebook and online blogs were considered more relevant than Twitter and WhatsApp in influencing student enrolment in Kajiado North. Very few schools were found to have used celebrities’ to influence student enrolment. For the few that used a celebrity, appearance/attractiveness of the celebrity was considered an important characteristic that aided in positively influencing student enrolment. The last objective of this research was to examine how the quality of service offered influenced student enrolment in private primary schools in Kajiado North, Kajiado County. Maintaining or improving education standards as well as achieving the quality of education promised to parents were found to be the two most important reliability considerations in service quality. Parents considered all the responsiveness aspects of service quality important to almost the same degree. Competent members of staff and the integrity of the members of staff were the two most important assurance aspects of service quality. The importance of having a family atmosphere in school was highlighted by the research as the key empathy aspect in service quality. Finally, a low pupil-teacher ratio was pointed out as the most important tangibility aspect of service quality. The study concluded that fees charged by schools and that charged by its competitors had an influence on student enrolment. Parents also considered the quality of teaching offered when looking for a school for their children. Cleanliness of a school was important to a parent. Face to face marketing was found to be the most effective promotion tool. The opinions of friends about a school were highlighted as an important student enrolment determinant. Quality of service was found to have impacted on enrolment and the need to maintain high-quality teaching was established. The study recommended that schools carefully balance how much they charge in school fees and services offered. Schools should also use word of mouth marketing to promote their services. The best way to do this was to ensure they give good services so that people speak positively about them. Service quality should be maintained or improved constantly. There should be no compromise on the quality of teaching offered. en_US
dc.language.iso en en_US
dc.publisher United States International University - Africa en_US
dc.subject Student Enrolment en_US
dc.subject Private Primary Schools en_US
dc.subject Kajiado North en_US
dc.subject Kajiado County en_US
dc.title Factors Affecting Student Enrolment: A Study of Private Primary Schools in Kajiado North-Kajiado County en_US
dc.type Thesis en_US


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