Factors Influencing Choice of Russian Educational Institution by Consumers
通过问卷调查分析影响学生选择大学的关键因素，发现功能、情感、代表和相对价值影响选择，消费者主要满足认知需求和职业地位，但部分学生缺乏明确学习方向。
The paper is devoted to defining the factors that influence the enrollee’s choice of educational services of the university, as well as receiving information for the organization of marketing complex of the university. To create a complex portrait of the consumer of educational services of the university it was necessary to find out not only the age and sex, social and geographical characteristics of the subjects of consumption, but also to identify the motivational factors most influencing the choice of the university. As a result of the analysis of data collected in the process of questioning it was revealed that consumer of educational services of the university is interested in meeting his personal requirements in education on the basis of the system of independent values. It was found that consumers’ choice is influenced by functional, emotional, representative and relative values. Consumers are mainly interested in meeting cognitive requirements of the person, in getting professional status, although there is quite a large proportion of students undirected to study at this university. The correction of settings, goals and values of producers (employees of educational institutions) and consumers of educational services will partially allow solving the identified problems.