Pre-school Choice Decision Making Among Millennial Moms a Pilot Marketing Strategy Model

DOI

10.2991/978-94-6463-008-4_98How to use a DOI?

Keywords

Decision making; millennial mothers; pilot marketing strategy model

Abstract

Like mothers in other generations, millennial mothers also face several challenges when making decisions within the family, including choosing the best preschool for their children. Preschools must compete to meet the needs of millennial mothers who have children under six years old at their current age so that these mothers will become potential users of preschool services themselves. This study aims to build a construct of consumer behaviour among millennial moms in Indonesia. Exploratory analysis using qualitative methods was used in this study. The result of this study is an indicator of the formation of a pilot marketing strategy model for preschool in Indonesia to compete as a reference preschool for millennial mothers.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Cesya Rizkika Parahiyanti
AU  - Azizul Yadi Yaakop
PY  - 2022
DA  - 2022/12/05
TI  - Pre-school Choice Decision Making Among Millennial Moms a Pilot Marketing Strategy Model
BT  - Proceedings of the 19th International Symposium on Management (INSYMA 2022)
PB  - Atlantis Press
SP  - 778
EP  - 788
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-008-4_98
DO  - 10.2991/978-94-6463-008-4_98
ID  - Parahiyanti2022
ER  -