A influência da percepção do valor da marca no processo de decisão de escolha: uma análise às instituições do ensino superior da cidade de Maputo

The globalization of the market, driven by technological advances, brought a new dynamic in the production and availability of products and services in all categories of business. Marketing strategies are a priority to highlight brands in a competitive scenario, especially in a context in which consumers have become more demanding and judicious in the decision to choose brands. Now, the purpose of this article is to analyze the influence of the perception of the brand value in the decision to choose Higher Education Institutions (HEI), under the guidance of Aaker's theoretical brand equity ten model and the model of Kotler and Keller. A quantitative approach was taken to obtain primary data. In general, the results pointed to the existence of a positive influence of loyalty, notoriety, association with the brand and perceived quality in the decision-making process. Likewise, it was found that the main sources of encouragement for recognizing the problem are friends and family and the sources for seeking information to assess the choice are consultations with HEIs through visits and friends and family. It was noticed that the main attributes for the assessment of alternatives were the quality of teaching, recognition and prestige, infrastructure and qualified teachers. It was thus found that there is widespread satisfaction with the choices made by the willingness to remain in the HEIs and to refer them to friends and family.