Behaviour of Economic Agents in Services Market (Educational Services)

Abstract

In modern conditions, knowledge and information become the main sources of wealth for both individual and state as a whole. Today, the country's competitiveness is determined not only by the amount of natural or productive resources, but mainly by intellectual abilities, educational potential and generation of new knowledge. These changes determine the development of education as the highest priority in the system of state goals. The need for education can be met by higher education institutions through providing educational services. The market of educational services functions in the market economy, that’s why the state and higher education institutions should focus on establishing the expected needs of consumers and forecasting new. Therefore, the main aim of the study is to improve the behavioural aspects of the interaction of market agents. Achievement of the aim was based on the use of secondary data analysis. Thus, in the light of data analysis, such problems as deformation of the structure of educational needs, irrational behaviour of enrollees on the choice of future profession in the context of the requirements of modern society, etc were identified. The identified problems made it possible to justify behaviour models of economic agents (irrational, commercial, conformist and intermediary) and improve the mechanism of their relationship, which, in contrast to the existing ones, takes into account the transformational processes in the labour market. The operation of the mechanism is aimed at satisfying the interests of economic agents and improving the quality of educational services.