Abstract
This article examines the behavior of applicants when choosing a university, their desires, preferences, and how they make decisions about where to study. By analyzing this model, universities can adopt specific methods and directly influence applicants’ choices. This can become a key tool for higher education institutions, as knowing which aspects applicants pay the most attention to allows universities to strengthen these areas and thereby attract more students. Although consumer behavior is often unpredictable, several key metrics can be used to obtain the necessary data.Based on the case of Almaty Management University (AlmaU), an online survey of first-year students (n = 21) was conducted, which made it possible to identify the main factors of university choice. Respondents place the greatest importance on educational opportunities, international mobility, and employment prospects. Among information channels, Instagram plays the leading role, while open house days and parental recommendations also remain significant. A notable contradiction was observed: “tuition fees” were considered unimportant, while “availability of scholarships” was marked as an important factor. This can be explained by the difference in how students perceive the full price versus the net cost after financial support. The practical significance of the study lies in the possibility for universities to adjust their marketing strategies: emphasizing graduates’ career outcomes, international programs, and transparent scholarship mechanisms, while at the same time developing communication with both applicants and their parents. The limitation of this study is the small sample size and its pilot nature, which indicates the need for larger-scale research with an expanded sample and the use of qualitative methods.