Higher Education Market Segmentation

摘要

The relevance of this study is to analyse the higher education market segmentation of the northwestern federal district of Russia by conducting a survey among high school students, building a cluster analysis or segments based on the results, analysing the market of educational services. The purpose of the study is to advise higher education institutions on how to increase the number and quality of applicants. The research questions are as follows: - what segments of the higher educational services market exist and what is their nature? - what background characteristics describe each segment? - from what sources do modern applicants find out the greatest amount of information about a higher education institution? - to what should university pay attention to increase the number and quality of applicants?