ESTUDIO DE LAS PERCEPCIONES DE PREFERENCIA Y CRITERIOS DE ELECCIÓN DE LOS CONSUMIDORES DE CARRERAS TÉCNICAS Y TECNOLÓGICAS EN LA CIUDAD DE QUITO

Abstract

This paper has the objective of studying the preferences perception and the selection criteria of the consumers of technical and technological careers of the diverse academic offers in Quito. The research design contemplated an exploratory phase through the analysis of secondary information sources and the query to experts that enabled to determine the study variables in the conclusive phase, which contemplated surveys to 384 of the current consumers. The study was able to determine that there are internal and external variables which are mixed in the individual's mind before and during the selection process. Among the external factors for the consumer we found the government sector, which channels through its competent bodies the careers choice possibilities according to the areas that it has set as priorities for the country's development. On the other hand, among the internal factors we found the "university paradigm" in a preferential way, which is the belief that college is the best source of learning and professionalism. Notwithstanding the foregoing, the study indicates that the higher education consumer considers institutional prestige in a relevant way as a future presentation letter for obtaining a better working position.