The Role of “Pink Marketing” in Family Selection of Children’s Schools

The role of women in making key family decisions, particularly regarding children's education, has become increasingly significant. This study highlights the influence of pink marketing—targeted marketing efforts directed at women—on the decision-making process for school enrolment. The results underscore the importance of understanding and leveraging this influence to enhance marketing strategies for educational institutions. The study aims to study women’s intention to join in the case of children’s schools and whether pink marketing tools and techniques could affect their decision to enroll their children in those schools.

Data for this study was collected using a comprehensive survey designed to evaluate the influence of pink marketing efforts targeting women on the choice of children's schools. The survey included questions that captured various aspects of school marketing and decision-making processes, with a particular focus on the role of women in these decisions. To quantify the influence of pink marketing and the decision-making role of women in choosing a school, several composite scores have been developed, based on specific survey questions. Data analysis was then conducted using SPSS to evaluate the relationship between pink marketing efforts and school choice decisions. Descriptive statistics, correlations, and logistic regression analyses were performed to understand the impact of various factors on the choice of schools. This structured methodology provided a quantifiable measure of the influence of pink marketing efforts, school appearance, interpersonal interactions, and the decision-making role of women on school choice decisions.

The study has shown that multiple factors influence parents' decisions when choosing a school.