Page 119 - FREN-C2021 PROCEEDINGS

APPLICATION OF THE THEORY OF PLANNED BEHAVIOUR IN
PRIVATE PRESCHOOL CHOICE SELECTION IN MALAYSIA

Nurhidayah Binti Johari*, ‘Ismah Osman

Faculty of Business and Management
Universiti Teknologi MARA (UiTM), Shah Alam, 40450 Shah Alam, Malaysia

* Corresponding author: nurhidayah6990@gmail.com

Abstract
The latest data provided in Malaysian Education Blueprint 2013 – 2025 shows that the enrolment in
the private preschool is only about 52% out of the total national preschool enrolment. This is not in
line with the aim of the Malaysian Education Blueprint 2013 – 2025 which targeting the enrolment of
the private preschool up to 60% out of the total national preschool enrolment. By achieving the
minimum percentage of the national preschool enrolment, will help the Ministry to achieve the
aspiration of the National Key Economic Area (NKEA) about preschool education in Malaysia. The
NKEA is targeting to offer equitable access to education opportunities among Malaysian children.
Even though the private preschools have the largest market share of total student enrolment, the data
shows that the increase in the number of private preschools in Malaysia is still slow and huge efforts
are needed to be taken to achieve the total national preschool enrolment as a whole. Hence, this study
used the Theory of Planned Behaviour (TPB) in determining the determinant factors of private
preschool selection among parents based on behavioural factors. Through the application of the TPB
in the private preschool choice selection, it enhances the understanding of the factors which affect
private preschool choice among Malaysian parents. By having the said information, it is
recommended that the preschool operators develop better strategic marketing and effective
advertising. This can directly assist private preschool operators to compete for a market share of
student enrolments and later, will indirectly help to achieve the aspiration of the NKEA about
preschool education in Malaysia. However, further research is still needed to identify other
contributing factors that could enhance the private preschool enrolment as a whole.

Keywords: Preschool Education, Private Preschool Choice Selection, Malaysian Education Blueprint, Theory of Planned
Behaviour

Introduction
Malaysian Education Blueprint 2013 – 2025 is aiming to have the target enrolment of the private
preschool up to 60% out of the total national preschool enrolment for the year 2020. This is to achieve
the aspiration of the National Key Economic Area (NKEA) about preschool education in Malaysia
which targets to offer equitable access to education opportunities among Malaysian children.
However, the latest data from the Malaysian Education Blueprint 2013 – 2025 (Figure 1) shows that
private preschools only manage to cater to about 52% out of the total national preschool enrolment.
Although private preschools have the largest market share of total student enrolment, the data shows
that the increase in the number of private preschools in Malaysia is still slow and huge efforts are
needed to be taken to achieve the last 2020’s target and future target (Ministry of Education, 2017).

[114]