RESEARCHING CONSUMER ATTITUDE FROM THE PERSPECTIVE OF PRIVATE EDUCATION SERVICES

Abstract

The present paper offers a study of the attitudinal complex and its influence on consumer behavior regarding private pre-university education services, at the same time offering marketers a new approach to the tertiary sector. In order to understand the subject a quantitative study was conducted, starting with a statistical survey that focused on the analysis of the relations of association or causality that were identified between the variable components of the attitudinal model that was previously constructed. Educational services are generally considered as having a high degree of importance, similarly to health services, that involve more stakeholders with a substantial resource allocation before taking a decision to either to purchase or not to purchase. When a parent or a future parent begins to be preoccupied with the development of their child they ask the following questions: (1) What type of institution should I choose for my child's development? (2) What is the main advantage offered by a private kindergarten or school? (3) How many of my acquaintances have access to this type of services? (4) What are the parameters that I could use in order to measure the degree of development that a child can reach attending a private kindergarten or school? (5) What is the degree of success obtained by a person after completing their study within the private education system? Thus, a series of specific behavior patterns can be determined for the consumer of private education services, along with proposals on the basis of which companies and marketers can develop growth strategies for the educational segment. Specialists must closely monitor the relationship between the quality of the offered service - the consumer's degree of satisfaction - allocated resources - the obtained performance.