VALUE CO-CREATION AND CONSUMER BEHAVIOR IN PRIVATE HIGHER EDUCATION

The present research aims to analyze the consumer behavior of a student of the Biology course of a University of Vale do Taquari - RS, in the context of value creation in private higher education. In this sense, an analysis is made if the offer of the private higher educational service is linked to the personal and professional expectations of the student, and to understand how value creation can contribute to the private higher education institutions to meet these needs. Methodologically, a study is characterized by being an exploratory case study, with a qualitative data analysis. Data collection took place from primary and secondary sources. Primary data were collected through an interview, semi-structured with a student of the Biology course at a University located in the Taquari Valley. Already the secondary data were collected on the site of the educational institution and books. The result indicates that the objectives of the student and the educational institution will be achieved through the co-creation of value resulting from the interaction between educational institutions, teachers and students.