Abstract
The paper briefly describes the composition of socio-technological, socio-managerial, socio-economic, socio-psychological factors that have influenced the change in the motives of purchasing behavior of modern Russians in the market of educational services in the field of higher education. In particular, the major focus is on the introduction of advanced information and communication technologies in the organized educational process. The study also considers (1) the change of conceptual approaches to the organization of the higher education system in favor of practice-oriented learning; (2) the “obsolescence” of the content of educational programs of higher education; (3) the decline in the quality of services offered on the Russian adult education market, and (4) the mismatch of consumer motives in the minds of the family acting as a collective participant in the educational services market. The author’s also present their expert views on the vectors of further development of the market of services in the field of Russian higher education.
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