Indonesia Conference Directory

Education has become one of the top promising industries, with the high rapid growth of new educational institutions everywhere, consumers have various choices of schools to suit their needs. The least competitive schools will soon vanish from the competitions. To be competitive, the schools are changing strategies to adapt to what consumers (parents and children) need. The trend has changed for schools turning into firms and treating consumers as kings. This trend has gone worse lately, with the increasing number of charges and assaults addressed to school teachers, staff and management lately, especially in Indonesia. The teachers, school staff and management are feeling unsafe and dissatisfied by this fact. This paper addresses this issue by analysing this consumer behaviour based on their income level and educational background mediated by product knowledge using a mixed method methodology, surveys and interviews are conducted to be able to obtain reliable results. The result shows that the consumer behaviour is positively related to the income level and educational background. This research is very useful for the schools to analyse the consumer behavior and prevent any future problems and increase school performance. Future research must be done to address this in other type of industry.