Fatores que influenciam no processo de decisão de compra de cursos preparatórios para concursos públicos

Abstract

Understanding consumer behavior in relation to the purchase or choice of products or services is relevant to the marketing area in several market segments, including services for preparing public tenders. As this sector has a strong presence in the Brazilian context, this research aims to analyze the purchase decision process of candidates for preparatory courses for public tenders. Through an online survey, it was possible to access 105 respondents who had already acquired this type of preparatory courses. From the results obtained, some aspects were observed, such as: the convenient moment to buy a preparatory course for public exams is when the person defines an intended career; the best way to obtain information about preparatory courses available on the market is through the internet; there was a preference to adhere to distance courses, given the existing flexibility in this modality; making purchases online was more preferred among respondents; when choosing the preparatory course, importance is attributed to some elements, in this case, one of the elements considered the most relevant was the possibility of maintaining contact with professors in the course environment, because of their professional experience in the segment; the level of general satisfaction of the respondent with the last preparatory course acquired, presented a positive evaluation of the participants regarding the experience obtained in the evaluated course; among other aspects.