Abstract:

In 2015 a research was completed in Romania regarding the educational brands development by DD Research. Entitled “the parents – consumers of educational brands”, which brings to our attention that the expectations and the attitudes of parents towards the superior educational system have modified in the last 15 years and at a very fast pace in the last 5 years. The methodology used in the study is a borderline from a quality-quantity point of view, and a Q factorial analysis helped in the exploratory identification of the segments, from which the most powerful 3 typologies of parents were chosen: the first one was named the demanding traditionalists for whom life is a battle and only the best is the winner (educational peer) and is characterized by a high level of involvement in the children’s education, by re-editing their own experience into the life of their children. The second typology is called the relaxed modernists, parents who are satisfied with the obtained results of their children, without their evolvement but with medium expectations. The last category represents the parents with financial problems (the outsider – problematic) from ethnic groups, who live in the suburbs and present a low educational level. The research emphasis the aspects related to the cultural elements that stand as a stoneground when choosing a university, the most important sources of information, the main logistic metrics, the success ingredients in the universities environment and the main perceptions of the attitudes through a comparative approach for the public and private sector.