We estimate the demand for primary schooling in rural Madagascar using information on the characteristics of local schools. Price and school quality figure importantly in the choice among non-enrollment, public school, and private school alternatives. Poor households are substantially more price-responsive than wealthy ones, implying that fee increases for public schools will have negative effects on equity in education. On the other hand, simulations of improvements in school facility attributes indicate that such improvements will tend to raise the enrollments of poor children disproportionately. An expansion of private primary schools to all rural communities at current prices would lead to only modest increases in overall primary enrollments, with the largest gains experienced by better-off households.