A ESCOLHA DE UMA UNIVERSIDADE VISTA SOB O PRISMA DA TEORIA DO COMPORTAMENTO DO CONSUMIDOR

Abstract

The present study aims to understand the behavior of young people when choosing a university for their undergraduate studies.This process is understood here, as a consumer relationship, more specifically as an exten sion process of one ́s identity.The study, proposes to explore the competing factors involved in the youngsters ́choice and involves such topics like organizational image and reputation. It also takes into account the influence of university rankings, consum er behavior and the theory of self - extension interpreted as possession. An empirical study has been conducted involving young people, and a qualitative methodological approach has been applied to interviews.In the following stage, data have been categorize d and organized according to content analysis.The results point at the fact that young people choose a university just like an act of consumption and as an extension of their own identity.

Keywords

• consumer behavior
• choice of a university
• organization al image
• university rankings
• organizational reputation