Pre-school Choice Decision Making Among Millennial Moms a 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.