Comportamento do Consumidor Educacional: seu Perfil e o Processo de Decisão de Compra

Abstract

The consumer behavior study is important for the development of the company's marketing strategies to meet your target audience ensuring customer satisfaction. This study aimed to analyze consumer behavior of International University Center-Uninter identifying their profile and as it does their purchasing decision process. It was realized a case study with a qualitative-quantitative search and descriptive using non-probabilistic sampling technique by convenience. It was found that the young female profile that has an independent financial life is the main target audience of this university center. In addition, the educational consumer behavior fits in an economic profile and non-traditional student taking their decision making buying influenced by diverse cultural, personal, social and psychological factors. The results allow us to understand the educational consumer behavior of this university center assisting marketers in developing better strategies to reach this audience.

Guilt and Pride Emotions and their Influence on the Intention of Purchasing Green Products

“…Consumer responses refer to how individuals position themselves or behave in relation to promises promoted by the external environment. According to Schinaider et al (2016), external stimuli act on the individual causing them to respond in two different ways, rationally and /or emotionally, the first being linked to cognitive form and the second to hedonic form.…”

“…In consumer behavior studies, it is seen that consumers respond to external influencing variables that related to internal factors can shape their buying intentions. Among the variables, the ones that receive the most attention are linked to the rational, or cognitive, and emotional, or hedonic aspect (Schinaider, Fagundes & Schinaider, 2016). Peloza, White and Shang (2013) understand that as they are related to actions that consumers develop without having to rationally interpret external stimuli, understanding hedonic aspects becomes more important to set behavioral patterns of individuals linked to sustainability.…”

Preocupação Ambiental Ou Hedonismo? Análise Do Comportamento Do Consumidor Da Feira Livre De Dom Pedrito – Rs

“…Furthermore, within organizations, marketing professionals along with managers also focus their studies on consumer behavior, seeking to understand which factors lead consumers to make their purchases by choosing a product and/or service "a" or "b" among many others. (Schinaider, Fagundes & Schinaider, 2016).…”

MODALIDADE DE ENSINO NA EDUCAÇÃO SUPERIOR: um estudo comparativo entre determinantes da escolha discente pelo ensino presencial versus EaD

“…Segundo Bossa (2014) A comparação entre os nomes das instituições no mercado, os valores da mensalidade e disponibilidade do serviço, principalmente a maneira de conquistar o consumidor educacional, são as principais variáveis que os consumidores educacionais levam em consideração no momento de sua decisão, segundo (SCHINAIDER et al, 2016).…”

“…Schinaider et al (2016), ainda é preciso entender as dificuldadesencontradas como a evasão, insatisfação com o ensino, falta de comprometimento dos discentes e docentes e também o preconceito social dos cursos a distância. O estudo de Mondini et al (2014) destaca que o maior interesse pelos cursos EaD é por conta das aulas ocorrerem apenas uma vez na semana, devido à carência de tempo para cursar o ensino presencial.…”