A RELAÇÃO DE VALORES DE POTENCIAIS CONSUMIDORES DE CURSOS DE GRADUAÇÃO

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 b...

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Autores principales:	Samuel Carvalho De Benedicto, Aline Michelli Penido da Silva, Luiz Henrique de Barros Vilas Boas, Cândido Ferreira da Silva Filho
Formato:	article
Lenguaje:	ES PT
Publicado:	Universidade Federal de Santa Catarina 2012
Materias:	higher learning institution means end chain laddering values consumer behavior Education (General) L7-991 Special aspects of education LC8-6691
Acceso en línea:	https://doaj.org/article/04e1a0df8fe44a869d9c8ea54bc07b38
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

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spelling	oai:doaj.org-article:04e1a0df8fe44a869d9c8ea54bc07b382021-11-11T15:49:45ZA RELAÇÃO DE VALORES DE POTENCIAIS CONSUMIDORES DE CURSOS DE GRADUAÇÃO1983-4535https://doaj.org/article/04e1a0df8fe44a869d9c8ea54bc07b382012-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=319327515011https://doaj.org/toc/1983-4535Nowadays, 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.Samuel Carvalho De BenedictoAline Michelli Penido da SilvaLuiz Henrique de Barros Vilas BoasCândido Ferreira da Silva FilhoUniversidade Federal de Santa Catarinaarticlehigher learning institutionmeansend chainladderingvaluesconsumer behaviorEducation (General)L7-991Special aspects of educationLC8-6691ESPTRevista Gestão Universitária na América Latina , Vol 5, Iss 2, Pp 174-195 (2012)
institution	DOAJ
collection	DOAJ
language	ES PT
topic	higher learning institution means end chain laddering values consumer behavior Education (General) L7-991 Special aspects of education LC8-6691
spellingShingle	higher learning institution means end chain laddering values consumer behavior Education (General) L7-991 Special aspects of education LC8-6691 Samuel Carvalho De Benedicto Aline Michelli Penido da Silva Luiz Henrique de Barros Vilas Boas Cândido Ferreira da Silva Filho A RELAÇÃO DE VALORES DE POTENCIAIS CONSUMIDORES DE CURSOS DE GRADUAÇÃO
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.
format	article
author	Samuel Carvalho De Benedicto Aline Michelli Penido da Silva Luiz Henrique de Barros Vilas Boas Cândido Ferreira da Silva Filho
author_facet	Samuel Carvalho De Benedicto Aline Michelli Penido da Silva Luiz Henrique de Barros Vilas Boas Cândido Ferreira da Silva Filho
author_sort	Samuel Carvalho De Benedicto
title	A RELAÇÃO DE VALORES DE POTENCIAIS CONSUMIDORES DE CURSOS DE GRADUAÇÃO
title_short	A RELAÇÃO DE VALORES DE POTENCIAIS CONSUMIDORES DE CURSOS DE GRADUAÇÃO
title_full	A RELAÇÃO DE VALORES DE POTENCIAIS CONSUMIDORES DE CURSOS DE GRADUAÇÃO
title_fullStr	A RELAÇÃO DE VALORES DE POTENCIAIS CONSUMIDORES DE CURSOS DE GRADUAÇÃO
title_full_unstemmed	A RELAÇÃO DE VALORES DE POTENCIAIS CONSUMIDORES DE CURSOS DE GRADUAÇÃO
title_sort	relação de valores de potenciais consumidores de cursos de graduação
publisher	Universidade Federal de Santa Catarina
publishDate	2012
url	https://doaj.org/article/04e1a0df8fe44a869d9c8ea54bc07b38
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A RELAÇÃO DE VALORES DE POTENCIAIS CONSUMIDORES DE CURSOS DE GRADUAÇÃO

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