STUDY OF CONSUMER PREFERENCES ON THE EDUCATIONAL SERVICES MARKET
The relevance of the study is justified by the situation on the market of educational services related to the redistribution of budget places between leading and regional higher education institutions of the country, as well as with increasing competition among universities and educational programs for applicants. The paper reflects the results of a study of students` opinions on their experience in choosing a higher education institution and educational programs. The purpose of the study is to identify the most significant criteria for choosing a university and educational programs, and to develop promising areas for marketing development in the positioning and promotion of educational programs. The practical relevance of the study is the possibility of applying the results obtained in the practical activities of various educational institutions in order to identify the preferences of applicants when choosing educational programs and universities. Keywords: marketing, education, educational program, positioning, promotion program. Highligh ts:
♦ the theoretical position on the need to expand the existing set of criteria when choosing university applicants based on changes in the external environment, including in the context of the COVID-19 pandemic, is substantiated;
♦ the most significant criteria are identified, and a comprehensive assessment of applicants` preferences when choosing a university and educational programs is given;
♦ practical recommendations on the positioning and promotion of educational programs are offered, taking into account the identified criteria of significance for applicants when choosing a university.
Olga V. Martynova, Candidate of Economics, Associate Professor of Marketing Department.; Natalia G. Antonchenko, Candidate of Economics, Associate Professor of Marketing Department. - Institute of Management, Economics and Finance of Kazan Federal University.