Fatores que influenciam a decisão de compra dos consumidores de serviços educacionais de nível técnico, pertencentes à classe C

Abstract

The middle class has been considered the driving force of the Brazilian economy. According to Serasa Experian and Data Popular (2014), currently this stratum of the population corresponds to 108 million people and in 2013 spent more than US $ 1.17 trillion, moving 58% of credit in Brazil.This mass consumption has different demands, benefiting various sectors of the economy, one in particular, the service sector. In Brazil, a service industry segment has gained notoriety in recent years. This is the technical education, especially in areas considered strategic to the growth of the country. However, little is known about this consumer: demographic information; as is its purchasing process; the fact that it seeks to benefit from such service and why you chose this type of education. The present study investigated the factors that influence the educational services of consumers purchasing decisions technician level belongs to the class C, and to achieve this overall goal the research made four specific objectives, which proposed to describe the influence of demographic variables and socioeconomic on these people purchase profile, identify the consumer of this vision of the status provided by law to be conquered, to identify the influence of cultural capital in their buying decision and identify different segments within the researched public. Using a quantitative approach and triangulation techniques with the collection of primary data, secondary and field observations, the research was to study objects 250 students from two technical schools located in Lavras - MG. This sample corresponds to approximately 50% of the universe of students enrolled in private technical courses in this city. Data were collected through a semi-structured survey, and processed with the SPSS software (Statistical Package for the Social Sciences). The statistical techniques were: absolute and relative frequency of data, mean t-test, linear correlation and cluster analysis. The study results showed that the public researched, mostly are women and that the age group with the largest representation corresponds to young people aged 19-25 years. For these consumers, the choice for this type of training was little influenced by a possible requirement of current employment as well as at low cost that is compared to higher education. Other than that, for the vast majority of students, understanding that the technical course is quite currently valued by the labor market has greatly contributed to the choice is this. It was found that for most respondents, the fact that they are enrolled in technical education increases the status, as that will increase after its completion; The cultural capital of respondents influence on their purchase decisions, because it appears to facilitate the targeting of consumers in the matters involved in this task, and that the middle class, in fact, has many features, making it a too heterogeneous stratum, as reported in other studies.