CONSUMER BEHAVIOR RELATED TO DISTANCE EDUCATION: FUNCTIONAL APPROACH TO ATTITUDES APPLIED TO MARKETING / COMPORTAMENTO DO CONSUMIDOR EM RELAÇÃO À EDUCAÇÃO A DISTÂNCIA: ABORDAGEM FUNCIONAL DAS ATITUDES APLICADA AO MARKETING

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

The identification of the main function related to the attitude about a product has direct involvement on the study of the consumer behavior and marketing management. It was made a survey among on-site students of postgraduate courses in business administration of an outstanding University in Rio de Janeiro, considering distance education as a product with a growing importance into the educational industry. Based on the functional approach to attitudes, as defined by the psychologist Daniel Katz, the main function related to the attitude about that product was identified by the sample of 120 people who answered the survey, after quantitative analysis of the data, by using basic statistics and factor analysis.

ASSUNTO(S)

consumer behavior comportamento do consumidor functional approach to attitudes educacao a distancia distance education abordagem funcional das atitudes

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