A Comparative Analysis of the Factors Determining the Way British, Russian and French University Entrants Choose the University

The article covers British, French and Russian systems of university enrollment. Comparative analysis shows that despite some peculiarities, there is also some unification of selection procedures as well as people's motivation in selecting the university. The research into people's motivation in selecting the university in different countries is useful for helping universities elaborate the right marketing strategy. The authors of the article aim to discover the factors influencing the way entrants choose the university in the UK, France and the Russian Federation. Therefore, the comparative analysis of university enrollment in three countries includes the review of (1) their legislative and structural characteristics; (2) enrollment procedures; (3) selection deadlines, criteria and procedures; and (4) people's motivation in selecting the university. According to national surveys and UCAS research, students' motivation in the UK depends on the following factors: (1) the expected employment opportunities the student will get after the graduation; (2) curriculum, exam types and university reputation and ranking; (3) living conditions during the period of study (the dormitory available, university location and the living wage in the city of study). However, the importance of these factors corresponds to the social status of the university entrants. French university entrants choose the university according to their prestige, family traditions, the opportunity to pay for higher education, security and convenience of the university campus and city. One of the most important factors is the opportunity to live in the dormitory and not far from the home town. The Russian case is less explored at the national level; however, according to some regional and university research, Russian university entrants choose the university according to expected employment opportunities after the graduation; university reputation but not university ranking; opportunities to participate in student life; faculty and campus infrastructure. The analysis shows that the prestige and the position of the university in the hierarchy of institutions in the country is important for Russian and British university entrants; however, it is not decisive for the French ones. As a result, there may be determined several universal factors that influence the way entrants choose the university. These factors are connected with the quality of education and the quality of life. The first group of factors is very well researched, the second needs to be explored.

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