Scientific journal
Научное обозрение. Экономические науки
ISSN 2500-3410
ПИ №ФС77-57503

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THE RESEARCH OF EDUCATIONAL MARKET CONSUMER AS A MARKETING TOOL FOR MANAGERIAL DECISIONS IN HIGH ER EDUCATION ESTABLISHMENTS

Grishchenko O.V. 1 Loginova T.V. 1
1 FGBOU VPO «Taganrog State Pedagogical Institute named after A. P. Chekhov»
The study was designed to identify the factors that influence the choice of the educational services of the university, as well as getting information for the marketing mix of the university formation. 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 . The analysis of data collected in the course of the survey it was revealed that consumer-person of educational services of the university is interested in meeting personal needs in education on the basis of the system of independent values. It was found that consumer’ choice is influenced by functional, emotional, representative and relative values. Consumers are mainly interested in meeting the cognitive needs of the individual, 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 of educational services (employees of educational institutions) and consumers of these services will partially allow to solve the identified problems.