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Current study analyzes the personal reasons that motivate students to choose the undergraduate course in Administration in the northern region of the state of Santa Catarina, Brazil. Students’ attractiveness may be summarized in seven attributes that assess their motives for a determined undergraduate course. A quantitative and descriptive research was undertaken with students that had been recently enrolled in four out of the five higher institutions in the northern region of Santa Catarina that provide undergraduate courses in Administration. A structural questionnaire was prepared for 409 students of the four institutions. The new students were characterized and the most important attributes for their choice were analyzed. The factors comprised the image that the individual student has of the institution and its timetable. The motives that most contributed towards the students’ choice were underlined, especially their enhancement of the institutions’ image.

Atração de Alunos para a Graduação em Administração: Estudo Multicaso Sobre os Motivos de Escolha de um Curso Superior no Norte Catarinense