Os fatores de influência no processo decisório do estudante na escolha do ensino superior privado

• Autor(a) principal: Rodriguez, Alexandre
• Data de Publicação: 2012
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://tede2.pucsp.br/handle/handle/1046
• topic: Fatores de influência; Decisão; Estudantes; Ensino superior; Instituições de ensino; Marketing; Factors of influence; Decision; Students; Tertiary education; Institution education; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

Based on the available information on the development of private higher education in Brazil, this study aims to identify what factors influence the decision process of the student for admission to this level of education. Understanding the factors influencing the graduate student takes the measure in recent years, higher education institutions strongly compete for the attention of a new student profile, which until then had no opportunity to enter higher education. The methodology used is the multiple case study conducted with students entering two IES: The Catholic University of Sao Paulo School (PUC-SP) and Eniac, located in the cities of São Paulo and Guarulhos, respectively. The proposition of this research is comparatively evaluate the factors that influence the decision making process of students of both institutions. It is assumed the importance of knowing the similarities and individual differences, environmental influences and social as well as the factors preceding the date of the decision process according to the personal formation of each individual. The work also discusses the theories of consumer behavior in the course of the decades of the last century and their influence on marketing strategies. Is adopted, although an analysis model adapted to understanding the decision process of the student who had recently joined. The data, collected through in-depth interviews were the main sources of student discourse analysis, which considered the individual dimensions, the social and professional student. The results indicate similarities and differences in the speech of students of both institutions, revealing that the individual brings greater or lesser relevance to the variables under discussion, according to their social and personal. The expectations of students regarding the enrollment in higher education also vary in each institution. While a student seeks his professional and social ascent, the other aims to maintain the social status and family where you are