Título: | THE IMPACT OF ONLINE AND OFFLINE PROMOTIONAL APPROACHES ON THE PURCHASING DECISION PROCESS OF CONSUMERS OF PROFESSIONAL COURSES | ||||||||||||
Autor(es): |
CAIO DA ROCHA ULLMANN |
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Colaborador(es): |
ANDRE LACOMBE PENNA DA ROCHA - Orientador |
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Catalogação: | 14/DEZ/2023 | Língua(s): | PORTUGUESE - BRAZIL |
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Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=65449@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=65449@2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.65449 | ||||||||||||
Resumo: | |||||||||||||
The present study seeks to understand the impact of online and offline promotional
approaches on the purchasing decision process of consumers of professional courses. Decisions involve both the attitudinal components of consumers in relation to the courses
and the decision-making process of purchasing them. Specifically, the objective is to
accurately identify the essential data demanded by consumers in the purchasing
decision-making process, in order to evaluate the pros and cons of online and in-person
approaches. A descriptive statistical analysis of the results was carried out in order to
identify the main/most relevant data required in the purchasing decision process. Soon
after, by comparing levels of agreement and frequencies, the results were analyzed to
reach a conclusion.
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