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Management, Enterprise and Benehmarking- In the 21^ST Century 2014 • Budapest, Hungaiy

performance (32%), inerease in income (17%), changing current employer (15%) [23].

Research of a similar naturę was also conducted among a group of technological university graduates. Among the reasons for starting their university education were: the acąuisition of vocational ąualifications (49%), interesting education program (41%), and interests (35%). Other motives involved family traditions, recommendations, as well as coincidence [24].

Stage	Consumer behavior	Recommended university actions
I	- passive registration of information about universities (generał advertisements of universities. non-binding comersations with family and friends), formulation of attitudes towards universities	-    posilive publication of university activities (also local communities). -    open days, -    building a connection with institutions educating tlie candidates.
II	-    active search for information (education program) -    preferred universities are already chosen	-    delivering, in a elear way. information about reemitment conditions: -    key role of front-line einployees
III	-    choosing a smali number of universities -    sending applications	-    individual approach towards customers -    creating environment facilitating application process (internet programs and websites, as well as providing eąuipment for admission committee offices)
IV	- acceptance of one or a few received offers	- smali number of competitors - building competitive advantage by communicating with the student (i.e. Sending matcrials on the topie of a given field of study) - building student engagement in relationship with the university
V	- finał choice	-    welcoming the student -    decreasing the level of stress connected with adaptation of new conditions (adaptation days) - full-time course -    meeting infonnation-based expectations or part-time students.

Table 2

Direct connection is also shown in research conducted as part of EU projects of European Social Fund Source: [25] K. Stała. Wpływ uczelni wyższych na zmiany popytu na usługi edukacyjne poprzez realizowane projekt)' badawcze, [in:] Warunki skutecznej współpracy pomiędzy nauką a przedsiębiorstAYaini, ed. M. Bąk. P. Kulawczuk. IBnDiPP. Warszawa 2009, pp. 169-170

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