Psychological factors motivating the choice of university entrants

Abstract

The article focuses on the study of factors influencing the choice of a university by entrants. Firstyear students’ behaviour is mainly affected by external factors or factors not related to professional educational trajectory choice. An individual choice considers the limitations imposed by the size of family capital, abilities and other characteristics of the applicant, institutional factors (development of infrastructure, etc.). These restrictions affect the choice of future profession and a particular university, which largely determines the education quality. The most popular sources to receive information about universities are the official websites. The analysis of entrants’ answers can become the basis for universities’ PR and advertising programs. They will also be useful for optimising the content of the website. The university presentation’s quality is one of the most critical factors in the independent search for a university without pre-established benefits. Advertising campaigns should be dominated by motives that promote a particular choice. They are the university’s overall image, teachers’ professionalism, and a clear definition of the actual possibilities for further work in the speciality.