Consumer Behavior: evaluation of alternatives and search for information in the choice of higher education courses in Computer Science

Abstract

Computer Science is basis of many web systems, and is also responsible for a growing number of jobs and wealth creation. The aim of this study was to understand the consumer behavior (undergraduate students) decision making of Higher Education Institutions at the stages of information search and evaluation of alternatives. The sample consisted of 208 questionnaires collected through quantitative research. The Internet was the most used tool for the process of information search. In the evaluation of alternatives, the choice of course is related to professional factors, social elements, and personal convenience, and that the choice of Faculty is decided thought the evaluation of the value of the diploma in the market, brand reputation, quality of education, teachers and infrastructure. The article provides empirical evidence of consumer behavior, proposing an explanatory model about the choice of Higher Education Institutions and a hypothetical model the impact of student satisfaction in their behavioral intentions.