Fatores que influenciam na escolha do IFRN: um estudo de caso no campus Ceará-Mirim

Abstract

Public Management has the primary duty to provide the means to ensure that its services are provided with quality and achieve results. Recognizing this view it is important to develop strategies to identify needs for new projects and set directions for public services. Studies in marketing and consumer behavior assist in target audience identification due to the comprehension of the causes that make consumers choose for a service. As one of the main pillars of public services is education, the Federal Institute of Education, Science and Technology of Rio Grande do Norte - IFRN has acted as an agent of change by expanding its units by the Rio Grande do Norte State, what includes the municipality of Ceará Mirim as one of its beneficiaries. The goal of this research is to analyze the factors that influence student’s enrollment at IFRN - Ceará Mirim, considering personal, psychological and social aspects. The methodology was descriptive and quantitative, using Exploratory Factor Analysis as a statistical technique. The data was obtained through a questionnaire administered to students of integrated technical education enrolled in 2014 and 2015. As a result, the factors that had evidence for admission of students were infrastructure; brand; perception about the prestige of the institution; personal ascension; relationship with sport and family influence. We concluded that psychological and personal factors were most evident in the choice of students, and social factors were not relevant to the choice of the institution.