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The current study aims at exploring Kuwaiti families’ educational investment behavior pursuant to the selection of a specific private school for their children from the private school market. Using the quantitative approach and the principles of marketing research, a survey was administered to a randomly selected sample of Kuwaiti families (n = 1400). The results showed that the Kuwaiti families focused on the quality of teaching and value of schooling when they decided to select a specific private school for their children. Based on the obtained results, relevant managerial and educational implications are included for the purpose of analyzing pertinent theories and practices.