Consumer market research as a basis for positioning and advancement of the additional vocational training program

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Authors: Veberova I. I.

Annotation: One of the key marketing problems in the sphere of additional vocational training has been considered, that is the market research of additional educational service recievers. There are given the results of target market segmentation, with the complex program of additional vocational training «The business organisation for programmers» as an example. The set of variables and parametres is offered which is used in group segmentation of consumers and characteristics of additional educational service. The results of research in consumer preferences are described.

Keywords: additional vocational training, market, segmentation, positioning