school education, hyderabad parents views 15610 final

June 2010

Presented by:

Result Oriented Intelligence (ROI), Hyderabad, India

School Education, Hyderabad:

Parents’ Views

ROI copyright, conditions of use : You may copy and publish the information with the consensus of ROI, provided that you do not make commercial use of it and that you indicate clearly that it originates from ROI. The information is given without guarantee and does not bind ROI in any way.

Table of Contents

Backdrop & Objective 3

Research Approach 4

Executive Summary 5

Responding Parents’ Profile 9

Respondents’ Children Education Related Information 12

Perception on Schooling in Hyderabad 15

Decision Making Process & Satisfaction Level 16

Readiness for a New School 19

Preferred Medium for Education Related Information 11

Conclusions 21

Annexure – Sample Questionnaire 23

Field Services Courtesy: Sindhuja Consultants

3

Backdrop & Objective

Backdrop: Result Oriented Intelligence (ROI) is a Hyderabad based independent market/business research and

consulting services firm.

Education, primary stage to higher studies, is one of the key sectors served by ROI. In May 2010, ROI carried

out this syndicated market survey, focused on parents dealing with schools in and around Hyderabad, with the

following underlying objectives:

To learn general market perception for schooling in Hyderabad

To understand preferences of parents with respect to local schools

Preferred medium of study, curriculum etc.

Assess connection between parents’ demographic background (educational back-ground, place of

origin, employment sector, total earning members in the family and monthly household income etc.)

and their preferences regarding school

To decode the decision making process regarding school selection

Preferred medium for information on schools/education

Important factors

To gauge parents’ satisfaction level

Actual satisfaction with present school(s)

Any unmet needs/pain-points from existing schools in Hyderabad

To learn how many parents’ are open to a new school?

BACK


4

Research Approach

Approach

BACK

Geographic Focus: The market survey was kept limited to parents’ located within Hyderabad city.

Stage 1 - Desk Research: ROI began the exercise with compiling schooling related general information available on the secondary domain – internet and print media etc.

Stage 2 - Primary Research: ROI, with the help of its field services partner Sindhuja Consultants, collected views of 100 parents regarding school education in Hyderabad market; respondents were identified using a random sampling method. A trained field team approached respondents at neutral spots such as malls, theaters etc. ensuring homogenous representation of various key locations across the cityThe survey was assisted by a semi-structured questionnaire (interested readers may refer to a sample questionnaire under the annexure section towards the end)


5

Executive Summary (1/4)

BACK

Result Oriented Intelligence (ROI), a Hyderabad based independent market/business research and consulting

services firm, has surveyed 100 parents in the Hyderabad in May 2010. The key objective was to develop an

insight on parents’ perceptions, preferences, and underlying factors while zeroing in on a school for kids. The

detailed findings are presented in the report.

Key findings are summarized below:

MajorityMinority

Parents Gender

Male

MajorityMinority

Parents Education

Post Graduation

MajorityMinority

Parents Origin

Local (AP)

MajorityMinority

Parents Employment Sectors

Knowledge-based

services -IT/ITES


6


BACK

MajorityMinority

Earning Family Members

=> 2

MajorityMinority

Monthly household income

X=> 20K

MajorityMinority

Preferred source for information on schools

Word of mouth

MajorityMinority

Present Schools

No clear leader; Gowtham,

Bhashyam, and Ravindra Bharathi

are top three


7


BACK

MajorityMinority

Present Curriculum

CBSE

MajorityMinority

Admission to local schools, easy?

NO

MajorityMinority

Key factors for school selection

No clear leader; Cost / tuition fees, Convenient

location, Choice of curriculum, Brand name, and Future prospects are

top five

MajorityMinority

Satisfaction

No clear leader; higher dissatisfaction against

tuition fees, individualized attention, and use of

technology in teaching etc.


8


BACK

MajorityMinority

Open to a new school?

Positive

MajorityMinority

Acceptable fee range (in INR,

quarterly)

4,000 6,500


9

Responding Parents’ Profile (1/2)

Source:1 ROI Primary Research & Analysis

BACK

Male

63%

Female

37%

Post

graduation

59%

High school

or less

2%

Graduation

39%

AP

73%Other States

27%

Gujarat, 31%

Rajasthan, 23%

Tamil Nadu, 16%

NCR, 17%

West Bengal,

6%

Others, 7%

Gender Varied Educational Backgrounds

Healthy Representation of Various Other States


10

Responding Parent's Profile (2/2)


BACK

Banking

8%

Other Sectors

14%

Government

12%

IT/ ITES

43%

Self employed

23%

Single41%

~2 & above59%

20 K<x<60 K

41% x<20 K

26%

60 K<x<100 K

21%

No response

5%

x>100 K

7%

Wide-ranging Employment Sectors

Number of Bread-winners in the Family

Healthy Monthly Household Income

Other sectors

include the

following: small

scale

manufacturing

industries,

pharmaceuticals/b

iotech, telecom,

teaching, law,

medical, and

tourism

Number of working female

members in the family is on the

rise

At least two earning members

and generally rising salary

levels from the past several

years


11

Preferred Medium for Education Related Information


Confirming the parents’ preferences above, following schools were observed to be actively using various

mediums of advertising:

BACK

51%

3%

37%

7%

2%

Suggestion by friends/ relatives

Online (email, online ads, sms)

Print Media (News Paper, magazine, flyers)

Outdoor (Hoardings/ banners)

TV/ Radio

Dir

ect

Chan

nels

Indir

ect

Chan

nels

Along with the time-

tested communication

mediums, the growing

use of technology

based personalized and

focused mediums,

especially sms etc., is

eye catching in the

recent times.

Preferred Medium for Information on Education

Little Einsteins Pre-School News Paper Meridian School for Boys and Girls

News Paper

Bachpan a play school News Paper Kaushalya Global – The Complete School

News Paper

Strawberry Fields Pre-School

News Paper Manthan International School News Paper, Hoardings

T.I.M.E. Kids Pr-School Advertisements on APSRTC vehicles

Rainbow International School News Paper

I Play I Learn Pre-School News PaperBrilliant Grammar High School Radio

Kidzee Pre-School News Paper


12

Respondents’ Children – Present Education Stage


BACK

Upper

Primary

13%

High School

40%

Primary

45%

Higher

Secondary

2%

Present Education Stage

Respondents’ children are studying in these different stages


13

Following 22 schools are covered under ‘Others’:

Cambridge High School, Delhi Public School, Hyderabad Public School, Ramadevi Public School, Slate The School,

Hyderabad Sainik School, Jubilee Hills Public Schhol, kotwal's School, Rosary Convent High School, Meridian

School for Boys and Girls, Abhyasa Residential Public School, Bachpan a play school, Glendale Academy

International, Rockwell International School, Oakridge International School, Sreenidhi International School,

Manthan International School, Springdale Academy de International (SAI), DRS International school, Parkwood

School International, Global Indian International School and Indus International School

Respondents’ Children – Present School


BACK

16%

14%

12%

10%

8%

6%

4% 4% 4%

22%

Gowtham

Model School

Bhashyam

Public School

Ravindra

Bharathi

School

Saint Ann's

High School

Saint

Andrews

High School

Keys high

school

Brilliant

Grammar

High School

Dilsukhnagar

Public School

Saint Peter's

J ubilee

School

Others

Present School


14

Respondents’ Children – Curriculum Opted at Present


2 International Baccalaureate Organization (IBO)

BACK

47%

9%

9%

7%

7%

7%

6%

3%

3%

1%

1%

Maharashtra

Andhra P radesh

Karnataka

Delhi

Gujarat

Tamilnadu

Haryana

Rajasthan

Uttarakhand

Bihar

Madhya P radesh

CBSE

52%

ICSE / IGCSE

3%

State Board

44%

IB

(International

Baccalaureate)

1%

Present Curriculum

International curriculums are slowly gaining popularity among parents across India as visible from the two exhibits here; especially ‘forward-looking’ parents – with higher education level (PG and above), employed in IT/ITES or self employed, at least two earning members in the family with comparatively higher income levels (60K and above per month), growing ease of information access and rising aspirations – are leading the way.

International curriculums are almost equally preferred by locals and parents working in Hyderabad but actually belonging to other states.

English is the most preferred medium for study.Of total 70 IB world schools in India, AP (all in Hyderabad) has six schools to be at second highest spot jointly with Karnataka following a clear leader Maharashtra (33 schools – Mumbai (23), Nagpur & Nashik (1 each) and Pune (8).

This is in line with the fact that Andhra Prdesh, Hyderabad in particular, has been one of the key locations in the country for knowledge-based services (IT/ITES/BPO/KPO). This number also indicates higher concentration of skilled workforce, with a comparatively higher awareness and hence higher demand for international education standards.

Rising Acceptance of IB across India


15

Perception on Schooling in Hyderabad


Parents with children studying in prestigious

schools in Hyderabad and those involved in

transfer cases in the middle of an academic

year were of opinion that admission in

reputed schools is not so easy.

Close to 65 percent of responding parents,

in other words, are indicating that supply of

seats, especially in reputed schools in

Hyderabad, is limited and hence is always

in-demand.

BACK

No response

6%

Admission easy36%

Admission not-so-

easy58%

Supply-Demand Equation


16

Decision Making Process – Important Factors


BACK

13

12

11

10

9

8

7

6

5

4

3

2

1

Cost / tuition fees

Convenient location

Choice of Curriculum

Brand name

Future prospects

Individualized attention

Quality faculty

Focus on co- curricular activities

Use of technology in teaching

Transportfacility

P arent-Teacher Interaction

Fee concession / scholarship

Boarding facilitySchool Selection Criteria

(Relative Importance)

Parents were asked to provide ranking (13-for the highest importance and 1-for the lowest importance) for various factors considered important while selecting a school for their child

Parents across categories generally mark cost of education, convenient location, choice of curriculum, and future prospect as the main concerns while choosing a school

Parents of upper-middle class (higher education levels, higher monthly income levels and employment in knowledge based sectors) show higher preferences for factors such as ‘Individualized attention’, ‘use of technology in teaching’, and ‘Parent-Teacher Interaction’ etc.


17

9

10

11

9

7

5

4

5

2

3

2

1

1

Cost / tuition fees

Convenient location


Brand name

Future prospects


Quality faculty



Transportfacility



Boarding facility

Decision Making Process - Satisfaction


BACK

Parents also provided satisfaction ranking (13-for the highest satisfaction and 1-for the lowest satisfaction) for the important factors with respect to the present school(s) they are dealing with.

School Selection Criteria

(Actual Satisfaction)


18

4

2

0

1

2

3

3

1

3

1

1

1

0

Cost / tuition fees

Convenient location


Brand name

Future prospects


Quality faculty



Transportfacility



Boarding facility

Decision Making Process – Need Gap


BACK

The ranking for satisfaction is deducted from that of the importance to arrive at the gap plotted above; positive gap suggests higher dissatisfaction against a particular factor and vise-versa.

In general parents are highly dissatisfied on aspects such as cost of education (especially in private schools), quality of faculty members, and location.

Parents were also seriously dissatisfied in terms of individualized attention, still limited access and use of technology in teaching and focus on co-curricular activities (especially in middle to low-end schools with limited resources, mainly no play-ground facilities etc.)

School Selection Criteria

(Gap Between Importance and Satisfaction)


19

6,500

4,000Lower Limit

Upper Limit

Readiness for a New School


BACK

Rising cost of education in the

past several years, especially

in reputed institutes, is

creating huge holes in

parents’ pockets; parents

across categories have

expressed dissatisfaction.

Acceptable fee (range in INR, quarterly)

No

23%

Yes

41%

May be

36%More than 75 percent of responding parents have expressed varied levels of dissatisfaction for the present schools

These parents indicated a readiness for a newer & better schooling option – a ready opportunity for a new entrant with improved service features.

Open to A New School?


20

Opinion Pool


BACK

“They (school

management) keep hiking

fees exorbitantly which is

unacceptable; government

guidelines on the subject

appear to be just a show

piece. This may cause us

changing school even

though the present one no

doubt is a reputed one”

- Parents of child in 8th

standard

“Education (schooling) is becoming costlier by the day. Forget about tuition

fees; so many of school related expenses burn a deep hole in our pockets.

Stationery, school carry-bag, uniforms, shoes etc. put together take away an

amount equal to a two bed-room apartment’s monthly rent in Banjara Hills –

around 10-12 K”

- Parents of child in 6th standard“No doubt that these (International)

schools provide A-grade service

standards right from the food to the

infrastructure and accordingly they

charge you a premium”

- Parents of child in 9th standard“To find a good school to

satisfy you in all aspects is

like a dream-come-true; a

colleague has relocated

recently just to enroll her

kid into a reputed school

as the school’s transport

was not available in her

past location”

- Parents of child in 3h

standard

“The present school for my younger

one was good so far but now I

notice that upper-primary standards

(5-7) the faculty quality here is bit

deteriorated, especially the English

fluency is an issue. Though the fees

are economical here, we have to

look for a better option else where.”

- Parents of child in 5th standard

“Extra-curricular activities is one

serious issue with schools, and it does

not only mean sports or an annual

picnic. By global standards it should

include a wide range of choices to a

student - theatre, elocution, orchestra,

hobby-based clubs, participation in

state and national level competitions

etc.”


“I personally have looked at many

local school websites; majority are

not providing complete information,

lack forthrightness especially in

terms of accreditations and

curriculum”



21

Conclusions (1/2)

BACK

Hyderabad market presents a healthy mix – close to ¼ of population is from other states, mainly lured by the

work opportunities in the local knowledge industries; close to 60% of parents in Hyderabad are well-educated and

hence have a higher awareness of global standards in education. Almost 60% of families have at least two

earning members and employed in comparatively high- salaries sectors of IT/ITES to have higher monthly

incomes; close to 70% of parents earn more than INR 20,000 per month.

In terms of education related information, close to 90% of parents still rely upon regular sources – ‘word of mouth’

and print media; noteworthy is a presence of technology based communications especially sms which is direct-to-

the-target. New-found institutes, especially the pre-schools, are observed to be using the communication

machinery quite heavily. A 50,000 bulk sms package available in the market costs around 3-4K.

Higher awareness combined with higher spending power represents a market segment with high demand of good

quality schooling options with international standards.

Schools promoted by local groups appear to be benefitted strongly by wider presence – more than one locations;

prominent examples are Gowtham Model Schools (GMS), promoted by Sri Gowtham Academy of Technical

Education (59 schools across AP with a combined student population of over 40,000), Bhashyam Schools

promoted by Bhashyam Educational Institutions (54 locations in AP) and Ravindra Bharathi Schools (close to 17

locations in AP).

Closely following are the old establishments such as Saint Ann's High School, Saint Andrews High School and

Dilsukhnagar Public School et al.


22

Conclusions (2/2)

BACK

Band wagon of various International schools is also finding good demand in the local market based on their USP of

international curriculums – IB/ICSE/IGCSE etc.- and other facilities and features of global standards. Hyderabad

has six IB world schools - Oakridge International School, Sreenidhi International School, Indus International

School, Hyderabad, International School of Hyderabad, DRS International School and a little-known Johnson

Grammar School located in Habsiguda.

CBSE boasts the highest number of takers with little more than half of the market; state board course comes

close second at 44%. English language is the most preferred medium for study.

Close to 60% parents indicated that admission to reputed institutes remains to be a tough nut to crack - an

indication of limited supply and comparatively higher demand scenario.

Generally speaking, cost of education is the leading factor for school selection; with fast-growing traffic scene,

convenient location appears second on the list of key factors. Growing awareness in parents is causing a rise in

demand for smaller class size, quality faculty, focus on wide-ranging co- curricular activities and use of

technology in teaching etc.

High tuition fees and other relevant expenses make cost of education a factor with the highest dissatisfaction

among local parents, especially in reputed schools. In line with rising awareness among parents, there appears to

be a higher dissatisfaction in terms of use of technology in teaching and teacher-student ratio.

Little more than 75% parents showed readiness for a newer schooling option with better facilities at a competitive

rates.


23

Annexure – Sample Questionnaire

BACK


24BACK

THANKS

Contacts:Mr. Ghanshyam GadhviBusiness Consultant

Result Oriented Intelligence (ROI), HyderabadPhone: +91 40 3060 7352Mobile: +91 95503 65788E-mail: [email protected]: www.theroi.in

Are you a forward looking institute keen on gauging satisfaction level of your students' parents ?

Do you acknowledge a need to show progress/action to parents addressing their concerns/suggestions ?

Are you in need for any kind of analysis on data present in your systems with an aim to identify trends to support

your strategic direction?

Does a detailed competition profile/peer-benchmarking appeal you as an institute?

Do you feel the need to have regular updates, in the form of a newsletters, on education sector ?

Are you an investor interested in education sector and need a detailed market feasibility study to make

an informed decision?

In case any of the above is relevant to you, we at ROI would be glad to discuss it with you. Our contacts are

mentioned below.

Note: This report is a first of a series of brief reports on Hyderabad market by ROI. Other sectors, on which we are readying reports,

are – Food services, Banking, Real Estate etc.

ROI copyright, conditions of use : You may copy and publish the information with the consensus of ROI, provided that you do not make commercial use of it and that you indicate clearly that it originates from ROI. The information is given without guarantee and does not bind ROI in any way.

school education, hyderabad parents views 15610 final

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