Escolhas, influências e comportamento da geração Y no momento de decisão de uma escola profissionalizante.

Abstract

A new scenario for the development of the Brazilian professional education has been showing by the current economic and job offers availability. In this context, the Y Generation’s knowledge decision process may represents a competitive advantage for educational institutions. They may direct their marketing actions according to the profile and especific characteristics of this young people. Consequently, this dissertation proposes identify Y Generation’s behavior when they are choosing a professional educational school. And the characteristics of the educational services provided, which are important to them. Finally, further investigation has been carry out in which motivation factors and the Y Generation’s characteristics influence the professional education school’s option. First, a qualitative study was conducted based on data collected through focused groups. In a sequency, a quantitative study approaching average test difference and regression and factor analyses. The qualitative research phase was validated by the regression factors’ model. It point out that the quality’s perception is in the teaching's process and learning, professionalism and teacher’s ability to teach. The regression factor’s analysis has showed that the option’s moment is not influenced by the Y Generation characteristics. The influence takes place by the market’s credibility and reputation, the teaching methodology, student’s critical perception and teacher’s professionalism and attitude. Those are the factors that definitely influence those young people in their decision making process, and they must to be considered. The results may contribute with other educational institutions. The educational managers will be able to propose especific marketing actions related to this generation’s profile and characteristics.