Consumer Attitude in the Context of Private Education Services

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.