The present study aimed at to find out the factors that influence private sector school children parents’ choice for selecting a school for their children. The sample of the study comprised of 30 primary private sector schools situated in urban area of District Peshawar. A self-administered questionnaire was used to collect data from 300 randomly selected parents of the 30 conveniently selected schools; 10 parents were randomly selected from each of 30 schools. Appropriate statistical tools including descriptive statistics, Pearson correlation and frequency analysis were used for data analysis of results and its interpretation. According to results, family size, family income, total number of children in a family, parents’ profession and fact that the male-parents attended private school for their own education have turned out to be the major factors that influence parents’ decision in selecting a private school for their children. It was further found that parents preferred private schools over the public ones because they understand the former type of schools have good facilities, good teachers, higher qualification/characteristics, better and supportive caring environment, modern style education, good examination results, and greater fee concession and scholarships. On the of avoidance of government schools, parents gave their main reasons as poor examination results, low/inferior educational facilities, unsuitable educational environment, overcrowded classes, poor discipline, poor teaching, corporal punishment, Nodiary writing, homework not checked.