Mădălin Lucian Cerceloiu – Bucharest University of Economic Studies Piata Romana nr. 6, sector 1, Bucharest, Romania
Valentina Iuliana Diaconu – Bucharest University of Economic Studies Piata Romana nr. 6, sector 1, Bucharest, Romania
DOI: https://doi.org/10.31410/ITEMA.2021.139
5th International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2021, Online/virtual, October 21, 2021, CONFERENCE PROCEEDINGS published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-51-6, ISSN 2683-5991, DOI: https://doi.org/10.31410/ITEMA.2021
Abstract
The paper presents an analysis of consumer attitudes regarding private pre-university education services and provides a view of consumer behavior with the use of the three components of attitude: affective component, cognitive component and conative component. The objective of this analysis was to study and identify visible and less visible attitudes regarding the use of private education services. Attitude is one of the essential variables of behavior that can influence the buyer’s decision when they want to purchase a product or a service. The qualitative research that has been conducted in order to investigate the subject regarding attitude has revealed that attitude is closely linked to financial elements, distribution, placement, advertising or social pressure. Children’s education is a very important subject for both parents and future parents and thus a series of particularities can be extracted from the relations that form between attitude and perception, attitude and learning, attitude and motivation and attitude and effective behavior. Attitude represents a state of mental promptitude, organized through experience, that exercises a dynamic influence on the response of the individual. Attitude can have a positive direction or a negative direction; it can have low or high intensity and can be of many types.
Keywords
Attitude; Consumer behavior; Private education services; Pre-university education; Qualitative research
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