What is it about?
The purpose of this paper is to investigate the student’s choice of a higher education institution (HEI) in Brazil, through the Consumer Cultural Influence Model (CCIM), that considers subjective aspects of consumer behavior involving human values, social axioms, judgment and meaning of product, and product attributes.
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Why is it important?
Findings reveal important results, consistent and complementary to the tools commonly used for understanding consumer behavior.
Perspectives
This study provides valuable information to the development of specific public policies to enhance student’s enrollment in HEIs and accomplish the goals of Brazilian National Education Plan (PNE) 2014–2024. It also provides valuable managerial insights into HEI’s choice and offers specific information to provide strategic positioning guides to college managers competing in Brazilian educational marketplace.
Dr Solange Alfinito
Universidade de Brasilia
Read the Original
This page is a summary of: The student’s choice based on consumer psychology: an analysis applied to higher education institutions of Brazil, International Review on Public and Nonprofit Marketing, April 2016, Springer Science + Business Media,
DOI: 10.1007/s12208-016-0160-0.
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