Determinants of Preschool Choice: Understanding How Middle-income Parents Choose Kindergartens in Shanghai

This study aims to explore the determinants of preschool choice among middle-income parents in Shanghai, the city with the most adequate and diversified preschool services in China. We administer an online survey to 333 Shanghai middle-income parents and find that preschool quality, children’s development, and parents’ needs constitute the determinants of preschool choice. Furthermore, the parents are primarily concerned about program quality and the development of children’s self-care abilities. Among them, 226 parents are very satisfied with the kindergarten they chose, 99 parents are satisfied, eight are generally satisfied, and none reports feeling dissatisfied. There are significant effects of preschool type, parental jobs, and parental education level on parental satisfaction. Those emerging middle-income parents can only send their children to second-level preschools, which are relatively below their expectations, they tended to have lower satisfaction. These findings imply that the educational authorities should adjust their policymaking to meet the varying needs of middle-income families in rapidly developing cities.