Factores influyentes en la elección universitaria en Ecuador: análisis desde la síntesis neoclásica y la economía conductual

This research analyzes the factors that influence university choice in Ecuador, differentiating between those of the neoclassical synthesis and behavioral economics, assessing the relevance of infrastructure, institutional reputation, educational offerings, economic factors, location, prior knowledge, social influence, social life, and individual factors. A descriptive study with a quantitative approach was conducted through a survey of 633 students from private Ecuadorian universities, applying descriptive and inferential statistical methods. The results indicate that institutional reputation, educational offerings, and economic factors are the most valued, followed by social life and individual factors. Infrastructure also stood out as a relevant component in the decision. Although traditional factors remain a priority in university choice, aspects related to behavioral economics provide a new perspective that reinforces the need for more comprehensive institutional strategies to attract students in a competitive environment.