Identificando valores de estudantes de cursos de pós-graduação Lato Sensu a distância: uma abordagem teórico-metodológica da Means-End Chain

Abstract

The concept of value in studies of consumption proposes that customers seek satisfaction of their personal values which are the real determinants of consumer behavior. The objective of this paper is to identify the values of lato sensu graduate students of distance. We used the theoreticalmethodological approach of Means-End Chains theory and Laddering method of scheduling. Analysis of results indicate that students are interested in creating the conditions for the establishment of a family or to ensure decent conditions of survival, predominately how to ensure good schools for children, access to quality healthcare, home ownership and having a financial surplus for leisure activities. Figures on an individual level identified students that have the value "recognition" are motivated by personal success through demonstrating competence and social recognition. The value "enjoy life" awakens in people the desire to promote the gratification and personal pleasure andboth are related to social recognition, enjoyment, pleasure and selfrealization, where the preferences are their own personal interests to the detriment of the collective.