A preliminary research on private education industry and private education centers in Macao

Abstract

Although the numbers of private education centers in Macau have been registered a continuous increase, research regarding Macao's private education industry is few. This dissertation aims to conduct an industry analysis, explore the demand of customers for joining extracurricular activities, and their perceptions on extracurricular activities and private education centers.PESTEL, SWOT and Porter's Five Forces Model were jointly discussed with respect to an industry analysis. As for customers' demand and perceptions, two questionnaires targeting parents and students were made and distributed on streets and the internet. Results obtained were analyzed by deploying Multiple Linear Regression in SPSS. It could be concluded that 'Language Learning' and 'Music' were the most important extracurricular activities for parents and students. Moreover, if parents agreed more that the timetable provided by a private education center was suitable for their children, they were inclined to spend more money on children's extracurricular activities. Yet, parents' willingness to pay decreased if the price for extracurricular activities increased.These results suggest that managers from the existing private education centers can better understand the private education industry's situation in Macao and gain insights from parents and students. Therefore, they can formulate appropriate strategies for their private education centers.

Date of Award	25 Jan 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Cotter Salvado (Supervisor)