From prospect to student: an analysis of the factors that influence university selection

Abstract

As a consequence of the flexibilization of rules for launching undergraduate programs and schools in Brazil, occurred in 1995, an expressive increase in the supply of courses from private institutions was observed in the last 15 years. During such period, even though the number of Brazilian freshmen has more than tripled, a gradate increase in the difference between the supply of higher education and its demand is verified. This scenario aggravates when the fact that evasion indexes are increasing is taken into account. Thus, in face of pressures caused by the decrease in the percentages of occupancy rates, it is relevant and necessary for superior education institutions to identify marketing strategies that fit their needs to maintain and expand their activities. In such a context, the objectives of this quantitative study based on a sample of 226 high school seniors from Piracicaba (SP) were to identify the socio-demographic profiles of prospects in the region and the attributes that drive their choices for a higher education institution. The profile identified as having greater intention to join higher education programs is comprised by students who attend the private high school system, have around 17 years old, are white male and do not work. Still based on the data collected, it is suggested that effective university offerings and communications are those that fulfill the prospects’ expectations regarding campus localization, financial viability of the course, social life, infra-structure, technology, campus attributes, and institutional reputation, besides quality.

Key words: marketing in education, higher education, consumer behavior, evaluation of choice alternatives.