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This article discusses and justifies a number of empirical preconditions for evaluating the demand for higher professional education in view of the demographic changes in the Russian Federation over the last few years. Reducing the quantitative statistical indicators of the number of young people at the age of 17–25 is determined by the influence of this factor on demand for higher professional educational services in modern social and economic conditions among young people. The article evaluates the degree of influence that decline in the demand for higher educational services makes now. The results of a number of research that identify the importance of the demographic factor in the formation of consumer preferences and consumer demand for the services of higher education are given in the article. As a result of estimating statistical data with the use of mathematical and statistical methods of dispersion and factor analysis it was revealed  that the change in the existing demographic situation expressed by the term "demographic pit" has a global demographic meaning, but in the context of forming labour force does not cause any significant structural change: the evaluation of the number of students in the system of higher education during the time period under review has not changed much. The article contains a conclusion about the existing peculiarities of interpreting statistical data in the context of professional orientation and consumer choice of a higher professional educational institution by the young man.

Демографическая яма и ее роль в потребительском выборе услуг высшего профессионального образования