Track: Business Management

Abstract

Preschool education provides various types of benefits such as curriculum, environment, teacher’s performance and services that could contribute to unstandardized standards of education. Thus, identifying the ideal criteria of preschool preferences amongst parents will help the preschool management to reconstruct the criteria based on the finding. The seven criteria selected from the previous study are, provide teaching in English, religious value, safety and security, curriculum and facilities, brand image and fees, quality of teachers and operation hours and location. 102 parents in Klang Valley, Malaysia, rural and developed areas with variety rages of family household income participated in the survey. The data was then analyzed using Best Worst Method (BWM). The result shows that the ideal criteria in selecting preschool is ‘safety and security, meanwhile ‘Brand image and fees’ is the least important criteria. Furthermore, parents in both developed areas and rural areas also choose ‘Safety and security as the most important criteria. In addition, the preferences of preschool based on gender, generation, area of residence, occupation and household incomes are also reported in this paper.