Determinação das características de preferência dos alunos na escolha de uma instituição de ensino superior privada na cidade de Santa Maria - RS

Abstract

Understanding consumers and the consuming process supply a series of benefits. Among these benefits are the support to managers in their decisions, the supply of a knowledge basis in which marketing researchers are able to analyze consumers, the support to legislators and controllers in the creation of laws and regulations regarding to the goods and service purchase and the support to the consumer in their best decision making. Besides that, the study which involves the consumer s behaviour can help us to understand the factors of the social science which influence the human s behaviour. The importance of understanding the consumer is found in the marketing definition as a human activity directed to supply needs and desires through the trade s process. In fact, the consumer s sovereignty principle is the central point in which the marketing area is based on. According to this concept, the consumer is supposed to be in the center of marketing efforts. The general knowledge of the consumer s behaviour has also a personal value. It is possible to help people to become the best consumers through the identification of factors which influence their own consuming activities, among them it can be mentioned the choice private institution of higher learning.