The article explores the motivation of Thai secondary school students who chose to enroll in private tutorial institutes. The research draws on primary qualitative data compiled from structured interviews utilizing a comparative perspective to provide insight into perceptions of tutorial versus formal secondary education. The evidence presented here suggests that Thai secondary students have two clear motivations for consuming and engaging in private tutorial education: (1) the belief that tutorial classes will provide them with better educational performance as measured by their grade point average and performance on standardized tests, and (2) a service-driven motivation where tutorial educators provide student-centered learning and personalized education.