A relação de valores de potenciais consumidores de cursos de graduação

dc.creator	Samuel Carvalho De Benedicto
dc.creator	Aline Michelli Penido da Sil
dc.creator	Luiz Henrique de Barros Vilas Boas
dc.creator	Cândido Ferreira da Silva Filho
dc.date	2012-08-01T00:00:00Z
dc.date.accessioned	2015-08-12T11:27:23Z
dc.date.available	2015-08-12T11:27:23Z
dc.identifier	http://dx.doi.org/10.5007/1983-4535.2012v5n2p174
dc.identifier	1983-4535
dc.identifier	https://doaj.org/article/859cda57686146b7b941da1f42435116
dc.identifier.uri	http://evidence.thinkportal.org/handle/123456789/30468
dc.description	Nowadays, the Higher Learning Institutions (IES) face great competitivity, they search a new positioning on market. The understanding of the consumer profile enables the development of positioning strategies for new products/services. Thus, it is necessary to understand the variables which need to be improved in order to make the corporate image of the organization and the satisfaction of the entrant and students with the offered education services better. This work was intended to identify the relationship of the values of potential consumers of undergraduate courses when of the choice of an IES. In-depth interviews utilizing the qualitative technique laddering, were performed which make use of the theoretical presupposed ones of the mean and purpose chains. A hierarquical value map (MHV) was constructed, which allows to identify the dominant chains which influence the consumer’s behavior in his purchasing decision. The results show the consumers’ concern about the IES which present a set of essential attributes which allow a place in the labor market and reach a range of personal aspirations. The clients/consumers investigated long for IES which possess: recognition of the society, qualified professors; high quality teaching; practical classes in specialized laboratories. Such attributes lead to diverse desirable consequences to the consumers of the education services in higher learning: the broadening of the knowledge of the student; the increase of the chances to get a job; the safety in profession practice; the conquest of the so-dreamt financial independence. Such attributes and consequences are linked to several values such as pleasure, safety, self-fulfillment, happiness, solidarity and independence/liberty.
dc.language	Portuguese
dc.language	Spanish
dc.publisher	Federal University of Santa Catarina
dc.relation	http://periodicos.ufsc.br/index.php/gual/article/view/1983-4535.2012v5n2p174/22575
dc.relation	https://doaj.org/toc/1983-4535
dc.rights	CC BY-NC-SA
dc.source	Revista Gestão Universitária na América Latina : Revista GUAL, Vol 5, Iss 2, Pp 174-195 (2012)
dc.subject	Higher learning institution
dc.subject	Means-end chain
dc.subject	Laddering
dc.subject	Values
dc.subject	Consumer behavior
dc.subject	Special aspects of education
dc.subject	LC8-6691
dc.subject	Education
dc.subject	L
dc.subject	DOAJ:Education
dc.subject	DOAJ:Social Sciences
dc.subject	Special aspects of education
dc.subject	LC8-6691
dc.subject	Education
dc.subject	L
dc.subject	DOAJ:Education
dc.subject	DOAJ:Social Sciences
dc.subject	Special aspects of education
dc.subject	LC8-6691
dc.subject	Education
dc.subject	L
dc.subject	Special aspects of education
dc.subject	LC8-6691
dc.subject	Education
dc.subject	L
dc.subject	Special aspects of education
dc.subject	LC8-6691
dc.subject	Education
dc.subject	L
dc.title	A relação de valores de potenciais consumidores de cursos de graduação
dc.type	article