Irina B. Stukalova, Anastasia A. StukalovaPublished in:
Russian Journal of Entrepreneurship
– Volume 17, Number 18 (September 2016)

JEL classification: G24, I23, L21

Keywords: educational services; price; quality; competitiveness; national and international university rankings


Share:

Abstract:

The article contains the results of a study of the dependence between the price and the consumer’s perception of quality of the educational services rendered by higher educational institutions. The authors have analyzed the main tendencies of the educational services market development in the Russian Federation. It has been revealed that more than a half of Russian students study in higher educational institutions on the contractual basis. At that, there is a high-degree price differentiation on the educational services market. The authors have provided a theoretical overview of the notions “price”, “quality” and “competitiveness” of the educational services. It has been demonstrated that the educational services price assumes the form of the market price and, thus, discharges the function of conveying value of the product, forms perceptible quality thereof. Certain empirical studies of the consumers’ perception of the educational services quality, the dependence between the university’s rank and the price of its educational services have been conducted. The following author’s hypotheses have been proven: 1) customers and consumers associate the educational services quality with the university’s rank, image and with the potential employment upon graduation; 2) there is a nonlinear dependence between the price of the educational services in a particular higher educational institution and its rank. Finally, the author has formulated conclusions.

---

References:
1. Artyushina I.A., Shutilin V.A. Reytingi vuzov v Rossii i mire // Vysshee obrazovanie v Rossii. – 2009. – № 2. – S. 15-18.
2. Byulleteny o sfere obrazovaniya. Vyp. 4 [Elektronnyy resurs] // Analiticheskiy tsentr pri Pravitelstve Rossiyskoy Federatsii. – 2015. – Rezhim dostupa: http://ac.gov.ru/files/publication/a/5474.pdf
3. Grigoryeva E.G. Obrazovatelnaya usluga kak obyekt ekonomicheskogo analiza [Elektronnyy resurs] // Institut psikhologii praktik razvitiya. – 2010. – 05 avgusta. – Rezhim dostupa: http://www.ippd.ru/resources/library?file=609
4. Otchet po provedeniyu kompleksnyh sotsiologicheskikh issledovaniy sredi uchaschikhsya uchebnyh zavedeniy v tselyakh opredeleniya urovnya ikh zainteresovannosti v posleduyuschem trudoustroystve v organizatsiyakh goroda, povysheniya effektivnosti proforientatsionnoy raboty [Elektronnyy resurs] // Gorodskoy tsentr professionalnogo i karyernogo razvitiya. – 2014. – Rezhim dostupa: http://centrprof.dtoiv.mos.ru/issledovanie_otchet.pdf
5. Reyting vuzov Rossii – 2015 g. [Elektronnyy resurs] // Ekspert RA. – 2015. – Rezhim dostupa: http://raexpert.ru/rankings/vuz/vuz_2015/
6. Reyting stran mira po urovnyu raskhodov na obrazovanie [Elektronnyy resurs] // Tsentr gumanitarnyh tekhnologiy. – 2012. – 22 maya. – Rezhim dostupa: http://gtmarket.ru/ratings/expenditure-on-education/info
7. Chislennosty obuchayuschikhsya i uchiteley v gosudarstvennyh i munitsipalnyh obscheobrazovatelnyh organizatsiyakh (na nachalo uchebnogo goda; tysyach chelovek) [Elektronnyy resurs] // Federalnaya sluzhba gosudarstvennoy statistiki. – 2016. – 18 aprelya. – Rezhim dostupa: http://www.gks.ru/free_doc/new_site/population/obraz/o-obr2.htm
8. Saginov Yu.L., Feoktistova N.A., Lukyyanova N.O. Opredelenie optimalnogo balansa mezhdu tsenoy i kachestvom prodovolstvennyh tovarov // Vestnik Rossiyskogo ekonomicheskogo universiteta im. G.V. Plekhanova. – 2010. – № 2. – S. 95-101.
9. Sinitskaya N.Ya. Finansirovanie vysshego professionalnogo obrazovaniya v sovremennyh sotsialno-ekonomicheskikh usloviyakh: Monografiya. – Arkhangelsk: PGU im. M. V. Lomonosova, 2004. – 183 s.
10. Stukalova A.A. Otsenka privlekatelnosti universitetov na osnove ikh reytingovyh pozitsiy // Mezhdunarodnaya torgovlya i torgovaya politika. – 2014. – № 7-8. – S. 89-96.
11. Stukalova A.A. Otsenka effektivnosti prodvizheniya obrazovatelnyh programm v usloviyakh vysokonkonkurentnogo rynka // Internet-zhurnal Naukovedenie. – 2015. – T. 7. – № 3. – S. 70.
12. Tulupova O.V. Realizatsiya printsipa otkrytosti v upravlenii sistemnymi izmeneniyami nachalnogo i srednego professionalnogo obrazovaniya // Nizhegorodskoe obrazovanie. – 2012. – № 2. – S. 31-39.
13. Shevchenko O.M. Suschnosty i osobennosti obrazovatelnoy uslugi // Marketing v Rossii i za rubezhom. – 2011. – № 3. – S. 90-96.