Location of schools is one of the most important factors for encouraging active school transportation. The study identifies a gap that children lose a considerable amount of time in their school trips. The reason behind this is also identified: the ignorance of the population's preferences while planning for this infrastructure. Location of schools in Kharagpur city is evaluated in Geographic Information System (GIS) environment. Global Moran's I test and hot spot cluster analysis provided the existing spatial distribution of schools. Desire line maps are prepared to note the distances children are traveling for schools. Parents' preference patterns are comprehended in the SERVQUAL framework. Cluster analysis is performed to identify the different categories of parents with respect to their preference patterns. These categories are profiled with their demographic characteristics using logit model. Next, multinomial logit model is used to ascertain the type of schools selected by the parents of each identified category. The framework developed to assess the expectations and perceptions of parents from schools will help the school providers understand the satisfaction level of their users. Schools of different categories will be able to customize their serviceability. If preference is included in the location planning of schools, it will encourage children for active school transportation.