ABSTRACT
Independent school education in the United Kingdom has a longestablished tradition, and a brand name in both British and international markets based on high status, academic excellence and the preparation of young people to play significant roles in the economy and society. Unlike state schools, private schools have always been at the mercy of market forces and parental choice for their survival. Meeting the needs, wants and aspirations of parents and pupils, therefore, has to be a long-term strategy for private schools, and understanding the processes by which choice is exercised is an important priority.
