Page 121 - FREN-C2021 PROCEEDINGS

to carry out the behaviour” (Pavlou & Fygenson, 2006). Perceived behavioural control will normally
be affected by someone’s skills and also some other constraints or facilitators that can either
encourage or discourage someone’s behavioural decision (Van, 2002).

To examine private preschool choice selection from the perspective of parents, some of the research
questions about preschool selection are; i) What are the common determinant factors that contribute to
the parent’s decision on sending off their children to the private preschool?, ii) What are the various
classifications of parents’ choices toward private preschool selection?, iii) What are the most
influential factors which affect private preschool choice selection among parents? and, iv) Does
Theory of Planned Behaviour (TPB) is applicable in predicting parental behavioural intentions of
selecting a private preschool?

Significance of the Study
The information obtained from this conceptual paper would be valuable as baseline data for the
preschool operators and parents as this conceptual paper will highlight the common determinant
factors when parents considering sending off their children to the private preschool. Thus, this
conceptual paper is expected to enhance the understanding of the factors which affect private
preschool choice, at which this information can aid the development of strategic marketing and
effective advertising. This can directly assist private preschools 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 which target to offer equitable access to preschool education among
Malaysian children. As for parents, this information is significant as a guideline in choosing the
preschool for their children.

Summary of Theoretical Framework
This conceptual paper integrates the Theory of Planned Behaviour as this theory is the theory
commonly used in understanding behavioural intention. The Theory of Planned Behaviour (TPB), is
an extension of the Theory of Reasoned Action which has been the dominant theoretical approach to
study consumer behaviour for the past three decades. It had been well recognised among researchers,
students, practitioners and some others (Falko, Justin, & Vera, 2014).

Preschool in Malaysia
To cater for the rapid development of preschool education in Malaysia, there are few national policies
about early childhood care and education in Malaysia had been established. Such policies are needed
to offer impetus growth of the early childhood care and education services in Malaysia. Such national
policies are; i) Education Act 1996 (Act 550), ii) National Key Result Area (2010–2012), iii)
Government Transformation Programme Version 2 (2013–2017), iv) Malaysia Education Blueprint
(2013–2025), and some others.

Factors Parents’ Choices towards Private Preschool
The decision of sending children of the age of 4 to 6 years old to the best preschool is very critical and
challenging as preschool is the very basic foundation that will give an impact on the future of the
children. Past studies relating to parental reasons or factors for private preschool choice explore many
relevant factors that influence parent’s decisions when planning to enrol their children at a private
preschool. The information about the private preschool choice selection will assist the private
preschool operators in enhancing and improving their services and also assist the parents when
deciding the best and the right preschool for their children. Few commonly discussed factors are being
listed out in Table 1 as follow:

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