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Education is a must, as one of the best promising industries and will still be one for many years to come. With the increasingly remarkable numbers of new schools raising their flags, the number of schools shutting down are also high. The school innovations hold a very important role in this phenomena. Wrong school innovations will lead to dissatisfactions and in longer term, the students will leave school. Good school innovations are needed to keep progressing in number and profit. A mixed method study is done to analyse this fact by patterning the consumer behaviour (parents) from different income levels. The research is done in Jakarta, where the social gap is high to make the research more accountable. There are two hypotheses, first the income level does not directly influence the consumer satisfaction, second the educational background directly influences the consumer satisfaction to school innovation. With the assumption that product knowledge using thorough explanation are given to address this issue and fill in the gap of knowledge to the parents with lower level of knowledge. By doing this, school innovations will be translated to the parents better and prevent any dissatisfactions, increasing satisfaction and school performance.