Motivation in the decision - making process of choosing a university product

Lixandru Ion-Dănuț ()
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Lixandru Ion-Dănuț: The Bucharest University of Economic Studies, Romania

International Conference on Marketing and Business Development Journal, 2018, vol. 1, issue 2, 6-13

Abstract: This article aims to study and demonstrate the place and importance of the factor called motivation in the process of acquiring a university product. Like various theories showed, we can take the word motivation ahead and call it as a first step in the purchasing decision, such as we can see in the research conducted in this paper, it is an element of major importance in the economy of an organization, in its existence, even more in the case of a higher education institution. The decision underlying the acquisition of a university product is the finality of a motivational drive, a psychological influence acting on the consumer, and knowing it is a sine-qua non element in the proper functioning of any university. The action was aimed at highlighting the concordance between the needs and motivation of consumers in the choice of educational products, with a qualitative type research carried out with the help of a Focus Group. In the research process, more specifically in setting the discussion themes, the consumer's experience with the university was taken into account, in this case the faculty on which the decision was to be taken. The research from the paper leads to the verification of the incidence between the decision-making process and the start-up phase of this process, the motivation, as well as the adaptation of its phasing according to the thinking of the respondents.

Keywords: university product; motivational research; purchasing decision; decision-making process. (search for similar items in EconPapers)
JEL-codes: I23 M39 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aes:icmbdj:v:1:y:2018:i:2:p:6-13

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