Stability of the main factors affecting the applicant’s choice of higher education institution

The image of a higher education organization is a sustainable long-term element created on the principles of "designing the future" - on the principles of interactive planning. The importance of assessing the motivation factors of one of the main groups of consumers (translators) of the image - applicants and their parents - is obvious. The article made an attempt to prove sufficient stability in time of motivational preferences of applicants, its low regional specificity, which allows us to talk about the possibility of long-term strategic planning of image development.