Market Research of School Education, Hyderabad Parents' Views

1. SCHOOL EDUCATION, HYDERABAD
: PARENTS’ VIEW
June, 2010

2. Table of Contents
Backdrop & Objective 3
Research Approach 4
Executive Summary 5
Responding Parents’ Profile 9
Preferred Medium for Education Related Information 11
Respondents’ Children Education Related Information 12
Perception on Schooling in Hyderabad 15
Decision Making Process & Satisfaction Level 16
Readiness for a New School 19
Conclusions 21
Annexure – Sample Questionnaire 23

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?
Field Services Courtesy: 3
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4. Research Approach
Geographic Focus:
The market survey was kept limited to parents’ located within Hyderabad city.
Approach
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 city
The survey was assisted by a semi-structured questionnaire (interested readers may
refer to a sample questionnaire under the annexure section towards the end)
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5. Executive Summary (1/4)
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:
Minority Majority Minority Majority
Parents Parents
Gender Education
Male Post
Graduation
Minority Majority Minority Majority
Parents Parents Employment
Origin Sectors
Local (AP) Knowledge-
based
services -
IT/ITES
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6. Executive Summary (2/4)
Minority Majority Minority Majority
Earning Family Monthly household
Members income
=> 2 X=> 20K
Minority Majority Minority Majority
Preferred source for
information on schools Present Schools
Word of No clear leader;
mouth Gowtham, Bhashyam,
and Ravindra Bharathi
are top three
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7. Executive Summary (3/4)
Minority Majority Minority Majority
Admission to local
Present Curriculum
schools, easy?
CBSE NO
Minority Majority Minority Majority
Key factors for school
selection Satisfaction
No clear leader; Cost / tuition
No clear leader; higher
fees, Convenient location,
dissatisfaction against tuition
Choice of curriculum, Brand
fees, individualized attention,
name, and Future prospects
and use of technology in
are top five
teaching etc.
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8. Executive Summary (4/4)
Minority Majority Minority Majority
Open to a new Acceptable fee range
school? (in INR, quarterly)
Positive 4,000 6,500
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9. Responding Parents’ Profile (1/2)
Gender Varied Educational Backgrounds
Post
graduation
Female
Male 59%
37%
63%
Graduation
High school
39%
or less
2%
Healthy Representation of Various Other States
Others, 7%
West Bengal,
6%
NCR, 17%
Tamil Nadu, 16%
AP
Other States
73%
27% Rajasthan, 23%
Gujarat, 31%
Source:1 ROI Primary Research & Analysis Field Services Courtesy: 9
Sindhuja Consultants
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10. Responding Parent's Profile (2/2)
Wide-ranging Employment Sectors
Other sectors
include the
Government
Banking following: small Number of working female
12%
8%
scale manufacturing members in the family is on the
Self employed Other Sectors
14% industries,
23% rise
pharmaceuticals/bi
At least two earning members and
IT/ITES otech, telecom,
generally rising salary levels from
43% teaching, law,
medical, and the past several years
tourism
Number of Bread-winners in the Family Healthy Monthly Household Income
x>100 K
60 K<x<100 K 7%
Single 21%
41%
No response
20 K<x<60 K 5%
41%
x<20 K
~2 &
26%
above
59%
Source:1 ROI Primary Research & Analysis Field Services Courtesy: 10
Sindhuja Consultants
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11. Preferred Medium for Education Related Information
Preferred Medium for Information on Education
Along with the time-
TV/Radio 2% tested communication
Indirect Channels mediums, the growing use
Outdoor (Hoardings/ banners) 7% of technology based
personalized and focused
Print M edia (News Paper, magazine, flyers) 37%
mediums, especially sms
etc., is eye catching in
Direct Channels
Online (email, online ads, sms) 3%
the recent times.
Suggestion by friends/relatives 51%
Confirming the parents’ preferences above, following schools were observed to be actively using various mediums of
advertising:
Little Einsteins Pre-School News Paper Meridian School for Boys and Girls News Paper
Bachpan a play school News Paper Kaushalya Global – The Complete News Paper
School
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 Paper
Brilliant Grammar High School Radio
Kidzee Pre-School News Paper
Source:1 ROI Primary Research & Analysis Field Services Courtesy: 11
Sindhuja Consultants
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12. Respondents’ Children – Present Education Stage
Present Education Stage
Higher
Secondary
2%
High School
40%
Primary
Upper
45%
Primary
13%
Respondents’ children are studying in these different stages
Source:1 ROI Primary Research & Analysis Field Services Courtesy: 12
Sindhuja Consultants
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13. Respondents’ Children – Present School
22%
Present School
16%
14%
12%
10%
8%
6%
4% 4% 4%
Gowtham Bhashyam Ravindra Saint Ann's Saint Keys high Brilliant Dilsukhnagar Saint Peter's Others
Model School Public School Bharathi High School Andrews school Grammar Public School Jubilee
School High School High School School
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
Source:1 ROI Primary Research & Analysis Field Services Courtesy: 13
Sindhuja Consultants
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14. Respondents’ Children – Curriculum Opted at Present
Present Curriculum
ICSE /IGCSE
International curriculums are slowly gaining
3% popularity among parents across India as visible
IB from the two exhibits here; especially ‘forward-
(International looking’ parents – with higher education level (PG
CBSE and above), employed in IT/ITES or self employed,
Baccalaureate)
52% at least two earning members in the family with
1% comparatively higher income levels (60K and above
per month), growing ease of information access and
rising aspirations – are leading the way.
State Board
International curriculums are almost equally
44%
preferred by locals and parents working in
Hyderabad but actually belonging to other states.
English is the most preferred medium for study.
Rising Acceptance of IB across India
Of total 70 IB world schools in India, AP (all in
Hyderabad) has six schools to be at second highest
M adhya P radesh 1%
spot jointly with Karnataka following a clear leader
B ihar 1% Maharashtra (33 schools – Mumbai (23), Nagpur &
Uttarakhand 3% Nashik (1 each) and Pune (8).
Rajasthan 3% This is in line with the fact that Andhra Prdesh,
Hyderabad in particular, has been one of the key
Haryana 6%
locations in the country for knowledge-based
Tamilnadu 7% services (IT/ITES/BPO/KPO). This number also
Gujarat 7% indicates higher concentration of skilled workforce,
with a comparatively higher awareness and hence
Delhi 7%
higher demand for international education
Karnataka 9% standards.
A ndhra P radesh 9%
M aharashtra 47%
Source:1 ROI Primary Research & Analysis Field Services Courtesy: 14
Sindhuja Consultants
2 International Baccalaureate Organization (IBO) BACK

15. Perception on Schooling in Hyderabad
Supply-Demand Equation Parents with children studying in prestigious
schools in Hyderabad and those involved in
transfer cases in the middle of an academic year
Admission
No
not-so- were of opinion that admission in reputed
response
easy
6% schools is not so easy.
58%
Close to 65 percent of responding parents, in
Admission
easy other words, are indicating that supply of seats,
36%
especially in reputed schools in Hyderabad, is
limited and hence is always in-demand.
Source:1 ROI Primary Research & Analysis Field Services Courtesy: 15
Sindhuja Consultants
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16. Decision Making Process – Important Factors
B o arding facility 1
School Selection Criteria
Fee co ncessio n / scho larship 2 (Relative Importance)
Parent-Teacher Interactio n 3
Transpo rt
4
facility
Use o f techno lo gy in teaching 5
Fo cus o n co - curricular activities 6
Quality faculty 7
Individualized attentio n 8
Future pro spects 9
B rand name 10
Cho ice o f Curriculum 11
Co nvenient lo catio n 12
Co st / tuitio n fees 13
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.
Source:1 ROI Primary Research & Analysis Field Services Courtesy: 16
Sindhuja Consultants
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17. Decision Making Process - Satisfaction
B o arding facility 1 School Selection Criteria
Fee co ncessio n / scho larship 1 (Actual Satisfaction)
Parent-Teacher Interactio n 2
Transpo rt
3
facility
Use o f techno lo gy in teaching 2
Fo cus o n co - curricular activities 5
Quality faculty 4
Individualized attentio n 5
Future pro spects 7
B rand name 9
Cho ice o f Curriculum 11
Co nvenient lo catio n 10
Co st / tuitio n fees 9
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.
Source:1 ROI Primary Research & Analysis Field Services Courtesy: 17
Sindhuja Consultants
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18. Decision Making Process – Need Gap
B o arding facility 0
School Selection Criteria
Fee co ncessio n / scho larship 1 (Gap Between Importance and Satisfaction)
Parent-Teacher Interactio n 1
Transpo rt
1
facility
Use o f techno lo gy in teaching 3
Fo cus o n co - curricular activities 1
Quality faculty 3
Individualized attentio n 3
Future pro spects 2
B rand name 1
Cho ice o f Curriculum 0
Co nvenient lo catio n 2
Co st / tuitio n fees 4
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.)
Source:1 ROI Primary Research & Analysis Field Services Courtesy: 18
Sindhuja Consultants
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19. Readiness for a New School
Open to A New School?
May be More than 75 percent of responding
No 36% parents have expressed varied levels
23% of dissatisfaction for the present
schools
Yes These parents indicated a readiness
for a newer & better schooling option –
41%
a ready opportunity for a new entrant
with improved service features.
Acceptable fee (range in INR, quarterly)
Rising cost of education in the
Upper Limit 6,500
past several years, especially in
reputed institutes, is creating
huge holes in parents’ pockets;
parents across categories have Lower Limit 4,000
expressed dissatisfaction.
Source:1 ROI Primary Research & Analysis Field Services Courtesy: 19
Sindhuja Consultants
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20. Opinion Pool
“They (school management) “Education (schooling) is becoming costlier by the day. Forget about tuition fees; so
keep hiking fees exorbitantly many of school related expenses burn a deep hole in our pockets. Stationery, school
which is unacceptable; carry-bag, uniforms, shoes etc. put together take away an amount equal to a two bed-
government guidelines on the room apartment’s monthly rent in Banjara Hills – around 10-12 K”
subject appear to be just a
- Parents of child in 6th standard
show piece. This may cause us
changing school even though “No doubt that these (International) “The present school for my younger one
the present one no doubt is a schools provide A-grade service standards was good so far but now I notice that
reputed one” right from the food to the infrastructure upper-primary standards (5-7) the
and accordingly they charge you a faculty quality here is bit deteriorated,
- Parents of child in 8th
premium” especially the English fluency is an
standard
issue. Though the fees are economical
- Parents of child in 9th standard
“To find a good school to here, we have to look for a better
satisfy you in all aspects is “Extra-curricular activities is one serious option else where.”
like a dream-come-true; a issue with schools, and it does not only
- Parents of child in 5th standard
colleague has relocated mean sports or an annual picnic. By global
recently just to enroll her kid standards it should include a wide range of “I personally have looked at many local
into a reputed school as the choices to a student - theatre, elocution, school websites; majority are not
school’s transport was not orchestra, hobby-based clubs, providing complete information, lack
available in her past location” participation in state and national level forthrightness especially in terms of
competitions etc.” accreditations and curriculum”
- Parents of child in 3h
standard - Parents of child in 10th standard - Parents of child in 3th standard
Source:1 ROI Primary Research & Analysis Field Services Courtesy: 20
Sindhuja Consultants
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21. Conclusions (1/2)
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.
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22. Conclusions (2/2)
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.
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23. Annexure – Sample Questionnaire
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24. 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 Break The Stone would be glad to discuss it with
you. Our contacts are mentioned below:
THEJU PAUL
(theju.paul@breakthestone.com)
MANAGEMENT CONSULTANT
GHANSHYAM GADVI
(ghanshyamgadhvi@breakthestone.com)
RESEARCH MANAGER
Note: This report is a first of a series of brief reports on Hyderabad market by BTS. Other sectors, on which we are readying reports, are – Food services,
Banking, Real Estate etc.