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Over the past decades the growth of private schools increased in Pakistan and it is higher in Gilgit-Baltistan where 42% private schools are providing education to more than 47% students of the region. The present survey study was conducted in District Hunza Nagar of Gilgit-BaItistan to investigate the factors which motivate and influence the parents' decision while selecting private schools for their children. The population of this study consisted of (n=270); the parents' of class 9th and 10th students of nine private high schools, selected through random sampling. The data were collected through a perception questionnaire comprising 30 items. The parents were asked to indicate their degree of agreement with each statement in the questionnaire, from ‘strongly disagrees' to 'strongly agrees’. The results of this study illustrate that curriculum standards, quality of teachers and teaching, school community relation, and future prospect are the major factors which influence parents' decision in selection of private schools. Results at a subscale level also revealed that parents think that private schools are providing modern education with English medium of instruction. Parents believe that private schools' teachers are more sincere and devoted; they timely check students' homework and give proper feedback. Furthermore, the findings indicated that parents believe that private schools students get good marks in board exams, easily get good job and are more competent and confident. Findings further reveal that private schools have strong relation with parents and community, and the school environment encourages quality teaching and learning. The results of this study provide significant insights about the factors which cause the increase of private sector schools. Based on the results of the study, some recommendations have been put forward for private, public schools, and Education Department of Gilgit Baltistan. Furthermore, the results of this study can be used as baseline for further study.
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