ЗАСТОСУВАННЯ МОДЕЛІ ПОВЕДІНКИ ЕНГЕЛЯ-КОЛЛАТА-БЛЕКВЕЛЛА ЩОДО СПОЖИВАЧА ОСВІТНІХ ПОСЛУГ

Abstract

The purpose of the study was to analyze the peculiarities of the formation of the behavior of consumers of educational services in Ukraine using the Engel-Collat-Blackwell (ECB) model. This is due to the interest of higher education institutions in improving the quality of the educational process, attracting more applicants and training qualified personnel for the state labor market, science and technology. The study considered the university as a provider of educational services and applied the EKB model using digital tools and surveys. The study analyzed the impact of various factors, such as advertising, recommendations, communication, reputation, image, and others, on consumers choosing an educational institution. It was established that the reaction of consumers to external (motivation, perception, and attitude) and internal (economic, social, cultural, etc.) factors is formed by the effectiveness of the use of marketing strategies and tactics, and it was also determined that their decisions and purchasing behavior depend on quality stimulation. The study applied EKB models to explain the factors influencing consumers' purchase decisions when searching, reviewing, and processing information about various educational specialties, services, and universities. An assessment of awareness of the proposals, the level of organization, provision and implementation of the educational process was carried out; the most effective communication channel of higher educational institutions with potential applicants was determined, as a result of which recommendations were formed for improving the interaction of consumers of educational services. The results of the implementation and application of the EKB model in the practical work of higher educational institutions will create an opportunity to attract more consumers of educational services and increase revenues to the institution's budget