Consumer behavior on the market of educational services: features of choosing a specialism and a higher educational institution

Abstract

Methods. The results are obtained with the following methods: logical-analytical and generalization in the analysis of the main theoretical approaches to the formation of the model of consumer choice on the market of educational services; abstraction in determining the main components of the consumer behavior model on the market of educational services; methods of marketing research in determining the characteristics of consumer behavior on the market of educational services. Results. The segmentation of consumers of educational services was carried out and the main segments were identified, which demonstrate different types of consumer behavior, to which appropriate marketing efforts should be directed. The influence of internal and external factors on the behavior of consumers of educational services is determined. A model of the behavior of potential consumers of educational services has been developed, which depends on the motives and the presence or absence of a vector of further development. It has been established that the number of applicants is directly proportional to the level of loyalty of existing students. In order to build an effective marketing strategy, it is necessary to identify the motives that encourage applicants to choose certain specialism. Novelty. Behavior models of potential consumers of educational services depend on individually determined motives and the direction of the vector of the life trajectory (understanding of the further development of the personality). Understanding the possibilities of corporate communication and their use increases the level of satisfaction of both students and applicants. Practical value. The target segments of consumers of educational services and their behavioral characteristics at various stages of consumer choice taking into account individual motives have been determined.