Análisis del comportamiento de compra de los servicios educativos brindados a padres y representantes de las instituciones educativas particulares del cantón El Triunfo en el período lectivo 2024 – 2025.

Abstract

The present study focuses on the analysis of purchasing behavior of educational services of private educational institutions in the town, “El Triunfo” during the academic period 2024 - 2025 through an exploratory and descriptive research for the correct structuring and promotion of the range of offers. Therefore, a mixed approach was chosen under a non-probabilistic sampling for convenience, the consumer profile could be defined and through a buyer the characteristic behavior for the acquisition of educational services is evidenced. In conclusion, the main features of the profile construction of purchasing behavior are; income level and economic stability, educational level and parental occupation, motivations associated with educational quality, security and emotional well-being, preference for additional services and flexibility of monthly fees. As for the user’s profile, there is an interest in investigating exhaustively through references from other parents and visits to institutions, cost and service relationship, geographical location, educational offers, emotional motivation and social development of their children.