The choice of a university viewed from the perspective of the theory of consumer behavior

Abstract

The present study aims to understand the behavior of young people when choosing a university for their undergraduate studies.This process is understood here, as a consumer relationship, more specifically as an extension process of one´s identity.The study, proposes to explore the competing factors involved in the youngsters´choice and involves such topics like organizational image and reputation. It also takes into account the influence of university rankings, consumer behavior and the theory of self-extension interpreted as possession. An empirical study has been conducted involving young people, and a qualitative methodological approach has been applied to interviews.In the following stage, data have been categorized and organized according to content analysis.The results point at the fact that young people choose a university just like an act of consumption and as an extension of their own identity.