Published: 15 June 2016
Purpose. To study the perspective students’ motivational characteristics to select university in 2016. Methodology and methods. With the aim to achieve the stated purpose a sociological survey of entrants was organized in the period of 2016 summer enrollment campaign. The survey was conducted in the form of a written questionnaire designed as a set of questions, logically connected with the central goal of the research. Results and scientific novelty. Following the research results key factors and criteria have been identified determining the dominant influence on the enrollees’ motivation to select a university, the most popular sources of information about the university in the perspective students’ environment and the impact of university ranking and brand on decision-making process of selecting a university. New materials are obtained that allow analyzing the changing trends in the motivational characteristics of the perspective university students in 2015 compared to 2016.