A persistent revolution in education is underway in Bangalore, a city famed for its technological breakthroughs and colorful culture. Many schools in East Bangalore are intending to open international schools that would use the ICSE syllabus.

The question is, what is the market viability of such a venture? Our study attempted to answer this question and provide insight into the participants' preferences.

We created an online questionnaire to gather feedback from parents of children aged 10 to 18 years who are registered in the ICSE Board, belong to socioeconomic group A, and have an annual family income of 8 lakhs or more. Throughout our study, we performed 18 in-depth interviews to provide qualitative insights, as well as quantitative data from a wider group of 120 people. So, what did we learn from this study?

What variables influence parents' decisions when selecting a school for their children? The school's credibility appeared as a key element. Parents want to know that the school they chose for their children has a solid reputation and is dependable. So, what shapes the impression of trustworthiness? International linkages, sports and extracurricular activities, and sophisticated teaching approaches were discovered to be important contributors. Is the standing of a school enough to sway parents? Interestingly, our research indicated that word-of-mouth advertising from peers and family members had a considerable impact on parents' selections. But why is word-of-mouth advertising so effective?

This is simply because human experiences and suggestions are more credible than impersonal advertising or promotional materials. When evaluating recommendations, parents stated that they wanted to get the most for their money. They are eager to invest in their children's education as long as they are confident that the school will deliver great instruction and facilities in exchange. This raises the question, how parents decide which school is most valuable? Before making a final decision, parents reviewed at least two or three schools based on variables such as service offers, facilities, teaching styles, and costs.

The need of remaining competitive and providing unique and valued services to attract and retain students is emphasized here. Our research sheds light on the market viability of opening an international school in East Bangalore that follows the ICSE curriculum. It finds the elements that impact parents' judgments and emphasizes the importance of reliability, word-of-mouth advertising, and return on investment in school selection. As educational institutions proceed with their goals, these observations will be crucial in structuring their strategy and assuring the success of their enterprise.