Stella Naomi Moriguchi

Os valores pessoais que orientam o comportamento de jovens universitários como investidores da bolsa

The financial market has aroused the interest of many researchers in the field of administration. In this context we sought to clarify the behavior of the young university compared to the stock market. The perspective of the theory of means-end chain laddering as a technique aided by interview, said that the consumption behavior starts of the product attributes and by behavioral consequences may lead to individual personal values. In seeking to understand more deeply the reasons why young students to became venture into the stock market, was structured qualitative research, based on MEC and performed at major brokerage firms in Uberlândia city. In this sense the research presents a statement of personal values ​​that summarize the behavior of the public in relation to investments in stocks. Personal values ​​founded indicate that the young college in three different profiles: the investor fully open to change the investor who thinks about the future and investor oriented by security values​.