ANALYSIS OF THE TARGET AUDIENCE FOR PAID ADDITIONAL EDUCATIONAL SERVICES IN THE EDUCATION SYSTEM OF MOSCOW

In the context of the modern education system, paid additional educational services play a key role, serving not only as a major component generating revenue for educational institutions, but also as an important tool for more fully meeting the growing needs of the population and children. Identifying the needs and preferences of the target audience is crucial for the education system, as this is the basis for creating high quality and demanded programs that ensure the satisfaction of both children and their parents. The purpose of this study is to analyze the target audience for paid additional educational services in the education system of the city of Moscow. To achieve this goal we conducted a large-scale study, covering more than 579 educational organizations under the jurisdiction of the Department of Education and Science of the city of Moscow, including general education, preschool, vocational, and additional education organizations. The study identified factors influencing parents’ choice of programs and the outcome of receiving additional education services, the demand for programs by type and focus, the willingness to pay for these programs, and the amount of payment that parents are willing to spend on their children’s additional education. The results obtained allow for a clearer understanding of the needs and preferences of the target audience, which is a necessary condition for developing effective marketing strategies and improving the quality of paid additional educational services provided in the education system of the city of Moscow.