Análisis del valor de marca y comportamiento del consumidor en los alumnos de la UAMZM-UASLP en Rioverde, S.L.P.

The importance of brand value comes from the strength that is created with it when it comes to attracting and retaining students to the academic offerings of an academic institution, under this tenor the present research was carried out to analyze the perceived brand value and consumer behavior of students of the Unidad Académica Multidisciplinaria Zona Media and based on this to check if there is a correlation between the variables studied. A quantitative, descriptive, correlational and cross-sectional methodology was used, with a sample of 276 students. Data were collected through self-administered surveys, and bivariate correlation tests were carried out for their analysis. The results showed a significant correlation between brand equity variables (awareness, image, quality and loyalty) and consumer behavior variables (attitude, perception, motivation and satisfaction), indicating that student behavior is strongly related to the perception of the UAMZM brand. This relationship suggests that greater attention to consumer behavior can enhance the value of the brand.