A influência da atitude na tomada de decisão do consumidor no mercado educacional superior: uma aplicação da teoria do comportamento planejado

• Ano de defesa: 2013
• Autor(a) principal: Martins, Erika Camila Buzo
• Orientador(a): Serralvo, Francisco Antonio
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Administração
• Departamento: Faculdade de Economia, Administração, Contábeis e Atuariais
• País: BR
• Palavras-chave em Português: Atitudes; Icek Ajzen; Mercado superior educacional; Teoria do Comportamento Planejado
• Palavras-chave em Inglês: Attitudes; Higher educational market; Theory of Planned Behavior
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/1060

This work seeks to present the Theory of Planned Behavior - Icek Ajzen TPB and check if the model study of the attitudes of Ajzen may contribute to explain the choices of undergraduates by determined educational brand. To this end we presented general theories of collaboration with attitudes of the concepts of Motivation and Human Needs and the changing concepts of the Theory of Reasoned Action to the theory of Planned Behavior. The Brazilian context demonstrates an increasing competitiveness, from the appearance of new Courses and Colleges between 2002 and 2010. This growth has increased the number of vacancies and decreased the number of students enrolled in each College. In this sense, it is necessary to know the aspects that direct students to choose the Higher Education Institution - IES. In order to verify the behavior of the students and the attitude influences in their decisions, the managers' perception of the IES and if the variables used as the planned behavior model proposed by Ajzen are sufficient to get statistically significant results, we applied an unstructured research with managers and IES Alpha managers and students entering, following the model proposed by Ajzen with some adaptations to the case study and the Brazilian standard. After analyzing the data with SPSS software, it was noticed that among the 36 initial variables, only 9 had statistically significant correlations, which identifies for student engagement with the Course and the Faculty, the relationship between price and brand and great family influence over their attitudes to advertising. However, the exclusion of key variables for the attitudes model study of Ajzen, there was an unfeasibility of its application. Thus, it was found that the most important components for students, differ from Administrative Management of Institutions of Higher Education, which may result in an incorrect application of its communication to attract prospective students