Analysis of the profile of a student of a higher education institution (HEI): marketing as a tool for higher education institutions

Detalhes bibliográficos
Autor(a) principal: Andrade, Palloma Rodrigues de
Data de Publicação: 2011
Outros Autores: Araujo, Helen Cristian Rodrigues
Tipo de documento: Artigo
Idioma: eng
por
Título da fonte: BBR. Brazilian Business Review (English edition. Online)
Texto Completo: http://www.bbronline.com.br/index.php/bbr/article/view/314
Resumo: Private higher education institutions (HEI) face a crisis that mostly derives from the stabilization of demand and the drop in incomes, which represent challenges affecting their management. Marketing tries to offer answers to some of the companies’ most important aspects, while combining consumers’ needs with company capacities and targets. One of the approaches in the educational market consists of target marketing, in which the market is divided into segments and specific assistance offers are developed. The present research resulted from the interest to get a better understanding of individual behavior in choosing services in education, with a psychographic segmentation being accomplished. A case study in a private HEI was carried out to find out who their clients are. Two hundred and eight students of different courses were selected by means of sampling by (researcher) convenience. They all replied to an instrument composed of questionnaires covering personality traits, basic human values and need for cognition. It was observed that the human values and the personality values are adequate variables in which to segment this public, while the need for cognition does not possess discriminating capacity among the students of different courses. These results are expected to contribute to the development of specific actions in educational marketing.
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spelling Analysis of the profile of a student of a higher education institution (HEI): marketing as a tool for higher education institutionsAnálise do perfil dos estudantes de uma IES: o marketing como ferramenta para as instrituições de ensino superiorMarketingsegmentationHEImarketingsegmentaçãoIESPrivate higher education institutions (HEI) face a crisis that mostly derives from the stabilization of demand and the drop in incomes, which represent challenges affecting their management. Marketing tries to offer answers to some of the companies’ most important aspects, while combining consumers’ needs with company capacities and targets. One of the approaches in the educational market consists of target marketing, in which the market is divided into segments and specific assistance offers are developed. The present research resulted from the interest to get a better understanding of individual behavior in choosing services in education, with a psychographic segmentation being accomplished. A case study in a private HEI was carried out to find out who their clients are. Two hundred and eight students of different courses were selected by means of sampling by (researcher) convenience. They all replied to an instrument composed of questionnaires covering personality traits, basic human values and need for cognition. It was observed that the human values and the personality values are adequate variables in which to segment this public, while the need for cognition does not possess discriminating capacity among the students of different courses. These results are expected to contribute to the development of specific actions in educational marketing.As instituições de ensino superior (IES) privadas enfrentam uma crise derivada, em grande parte, da estabilização da demanda e pela queda de receitas, que representam desafios relacionados à gestão. O marketing procura dar respostas a alguns aspectos importantes das empresas, ao combinar as necessidades do consumidor com as capacidades e metas da empresa. Uma das abordagens para o mercado educacional consiste no marketing de alvo, no qual se divide o mercado em diferentes segmentos, e se desenvolve ofertas específicas de atendimento. A presente pesquisa surgiu do interesse em se conhecer melhor o comportamento dos indivíduos na escolha por serviços em educação, realizando-se uma segmentação psicográfica. Foi realizado um estudo de caso em uma IES privada, no qual se procurou conhecer sua clientela. Participaram 208 estudantes de diferentes cursos, selecionados por meio de amostragem por conveniência. Estes responderam a um instrumento composto pelos questionários de personalidade, valores humanos básicos e necessidade por cognição. Observou-se que os valores humanos e os fatores de personalidade são variáveis adequadas para se segmentar este público, enquanto que a necessidade por cognição não possui capacidade discriminativa entre os estudantes dos diferentes cursos. Espera-se que estes resultados contribuam para o desenvolvimento de ações específicas de marketing educacional.FUCAPE Business Shool2011-01-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/31410.15728/bbr.2011.8.1.4Brazilian Business Review; Vol. 8 No. 1 (2011): January to March 2011; 60-72Brazilian Business Review; v. 8 n. 1 (2011): Janeiro a Março de 2011; 60-721808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/314/473http://www.bbronline.com.br/index.php/bbr/article/view/314/474Andrade, Palloma Rodrigues deAraujo, Helen Cristian Rodriguesinfo:eu-repo/semantics/openAccess2018-11-06T19:56:41Zoai:ojs.pkp.sfu.ca:article/314Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2018-11-06T19:56:41BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false
dc.title.none.fl_str_mv Analysis of the profile of a student of a higher education institution (HEI): marketing as a tool for higher education institutions
Análise do perfil dos estudantes de uma IES: o marketing como ferramenta para as instrituições de ensino superior
title Analysis of the profile of a student of a higher education institution (HEI): marketing as a tool for higher education institutions
spellingShingle Analysis of the profile of a student of a higher education institution (HEI): marketing as a tool for higher education institutions
Andrade, Palloma Rodrigues de
Marketing
segmentation
HEI
marketing
segmentação
IES
title_short Analysis of the profile of a student of a higher education institution (HEI): marketing as a tool for higher education institutions
title_full Analysis of the profile of a student of a higher education institution (HEI): marketing as a tool for higher education institutions
title_fullStr Analysis of the profile of a student of a higher education institution (HEI): marketing as a tool for higher education institutions
title_full_unstemmed Analysis of the profile of a student of a higher education institution (HEI): marketing as a tool for higher education institutions
title_sort Analysis of the profile of a student of a higher education institution (HEI): marketing as a tool for higher education institutions
author Andrade, Palloma Rodrigues de
author_facet Andrade, Palloma Rodrigues de
Araujo, Helen Cristian Rodrigues
author_role author
author2 Araujo, Helen Cristian Rodrigues
author2_role author
dc.contributor.author.fl_str_mv Andrade, Palloma Rodrigues de
Araujo, Helen Cristian Rodrigues
dc.subject.por.fl_str_mv Marketing
segmentation
HEI
marketing
segmentação
IES
topic Marketing
segmentation
HEI
marketing
segmentação
IES
description Private higher education institutions (HEI) face a crisis that mostly derives from the stabilization of demand and the drop in incomes, which represent challenges affecting their management. Marketing tries to offer answers to some of the companies’ most important aspects, while combining consumers’ needs with company capacities and targets. One of the approaches in the educational market consists of target marketing, in which the market is divided into segments and specific assistance offers are developed. The present research resulted from the interest to get a better understanding of individual behavior in choosing services in education, with a psychographic segmentation being accomplished. A case study in a private HEI was carried out to find out who their clients are. Two hundred and eight students of different courses were selected by means of sampling by (researcher) convenience. They all replied to an instrument composed of questionnaires covering personality traits, basic human values and need for cognition. It was observed that the human values and the personality values are adequate variables in which to segment this public, while the need for cognition does not possess discriminating capacity among the students of different courses. These results are expected to contribute to the development of specific actions in educational marketing.
publishDate 2011
dc.date.none.fl_str_mv 2011-01-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Artigo revisado pelos pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://www.bbronline.com.br/index.php/bbr/article/view/314
10.15728/bbr.2011.8.1.4
url http://www.bbronline.com.br/index.php/bbr/article/view/314
identifier_str_mv 10.15728/bbr.2011.8.1.4
dc.language.iso.fl_str_mv eng
por
language eng
por
dc.relation.none.fl_str_mv http://www.bbronline.com.br/index.php/bbr/article/view/314/473
http://www.bbronline.com.br/index.php/bbr/article/view/314/474
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv FUCAPE Business Shool
publisher.none.fl_str_mv FUCAPE Business Shool
dc.source.none.fl_str_mv Brazilian Business Review; Vol. 8 No. 1 (2011): January to March 2011; 60-72
Brazilian Business Review; v. 8 n. 1 (2011): Janeiro a Março de 2011; 60-72
1808-2386
1807-734X
reponame:BBR. Brazilian Business Review (English edition. Online)
instname:Fucape Business School (FBS)
instacron:FBS
instname_str Fucape Business School (FBS)
instacron_str FBS
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reponame_str BBR. Brazilian Business Review (English edition. Online)
collection BBR. Brazilian Business Review (English edition. Online)
repository.name.fl_str_mv BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)
repository.mail.fl_str_mv || bbronline@bbronline.com.br
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