يجب تسجيل الدخول أولا
The Role of "Pink Marketing" in Family Selection of Children’s Schools
| المصدر: | المجلة العلمية للبحوث التجارية |
|---|---|
| الناشر: | جامعة المنوفية - كلية التجارة |
| المؤلف الرئيسي: | Afify, Amal Seddik (Author) |
| المجلد/العدد: | س11, ع4 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2024
|
| الشهر: | أكتوبر |
| الصفحات: | 133 - 166 |
| ISSN: |
2682-387X |
| رقم MD: | 1510760 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Marketing | Pink Marketing | Marketing Services | Women’s Purchasing Power | Education
|
| رابط المحتوى: |
عدد مرات التحميل
1
| المستخلص: |
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. Quality of education, positive first-hand visits and agreeable environment of schools represent the most important factors. Location has also been shown to have an impact on school choice. Marketing activities were proven to have a great influence on awareness and consideration of the school for enrolment. The study also showed the significant role mothers play in influencing school-related decisions and in following their children’s studies and activities. The study also revealed that various aspects of pink marketing significantly influence the decision making process of women. The elements of promotion, appearance, pricing, place, environment, process, and people were all found to positively affect the likelihood of mothers making the final decision about school enrolment. |
|---|---|
| ISSN: |
2682-387X |
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