Fatores de escolha, satisfação e propensão a continuar morando no lugar de estudos numa perspectiva de marketing de lugares - uma pesquisa com estudantes da UFPB

Abstract

To analyze the degree of satisfaction of the students of the federal university of Paraíba with the city of João Pessoa from the perspective of place marketing, with the objective to evaluate how much the students are satisfied with the place, presenting from data of the decision making of choice, even the propensity to continue in the city even after the course For the data collection were used questionnaire, with sociodemographic profile question, as well as questions that identify the factors of general and specific satisfaction with the city and decision factors of choice by the place. To reach the objective, 133 questionnaires were collected. The questionnaires were applied with university students who meet the requirements for information, and with this, to be able to identify the degree of satisfaction that it has with the place in which it resides. I confirm the importance of the subject as a tool to support the study and research and signals future studies on the data collected. Through the obtained data, it was possible to verify points of improvement for the satisfaction with the place, also presenting points that stood out, such as the choice of place because of the institution of education and the medium degree of propensity to continue in the city after the conclusion of the course .