Confiança, valor percebido e lealdade nas relações de troca: estudo de caso em uma concessionária de automóveis de Fortaleza/CE

Abstract

The basic necessities of consumers situated in pre – purchase stage are universal. Nevertheless, exist important cultural diferences in manners through which the consumers behaviour is brought about in the practice. Thus, the study of the consumer´s behaviour is of total relevance in strategies determinations of marketing in an organization. On that standard, a study was developed which aimed to analyse the variables which interfere on choice´s decision from technological superior courses in student´s perception of superior private education institution in Fortaleza city. In terms of methodology which fundamented the research can be pointed out that the type of relationship among the variables in this study characterized it as descriptive, while the variables nature, on this research, had qualitative character, in its first fase and quantitative in the second one. It was Adopted the ex-post-facto outlining constituting the IES Ateneu in Fortaleza city the study´s aim. The data´s collection was acomplished in primary sources (survey) and in secondary resources (bibliographic research). The research´s sample was composed by 154 students in superior technological courses. The study´s result evidence the fact that, among the factors which most influence the option for technological graduation courses is in the first place the fee´s price and in the second place its duration. it was also verified that the family and friends are the greatest student´s contributors in the moment of students choice for a teaching institution.