Consumer behavior research in the education market

Identifying consumer needs and interests is the main task of higher education institutions in competitive conditions. Understanding the behavior of potential and actual education recipients will help the institution not only to adapt to it, but also to shape it. Consumer market research needs to be researched with using marketing methods. In the article were discussed marketing tools for determining consumer attitudes in higher education and the scientific assessment of satisfaction/dissatisfaction. There was suggested to use a modified «ideal point» model to find the consumer's attitude to a higher education institution and to decide on entry. The calculations make it possible to determine the attitude of a prospective student to a certain institution of higher education, taking into account his expectations. In order to investigate consumer satisfaction/dissatisfaction, the article provides an «efficiency/importance» matrix based on a survey and evaluation of satisfaction and importance of specific characteristics. In order to form an information and analytical framework to improve the quality of educational services, the work outlines the priorities of the state, the labor market and consumers with a future perspective. The consumer behavior model proposed in the article reflects the decision-making process from awareness of need to response to educational services. Through each of the stages, the consumer changes their roles, turning from an entrant to a student, from a student to a graduate of a higher education institution. Formation of a model of consumer behavior in the market of educational services allows to organize effective management of marketing activity in high schools and not only to promote satisfaction of consumer needs, but also to generate demand in the market.