Comportamento do consumidor sob a ótica da Teoria Meios-Fim: um estudo sobre os valores pessoais dos discentes do curso de especialização em Gestão Pública

Abstract

The goal of this article is to deepen the knowledge about the consumer behavior regarding educational services. To this end, it seeks to identify personal values of students from a public Higher Education Institution, under the view of Means-End Theory. For the data collection, a qualitative approach was used, by the laddering interview technique. The following stage was the content analysis, resulting in a set of sequences attributes-consequences values, elaboration of the Implication Matrix and the Hierarchical Map of Values. Thus, it was possible to characterize three potential consumer segments and identify management challenges related to them. As an indication for further research it is proposed the enlargement of the discussion in other courses of the country linked to the National Program of Education in Public Management.