Factors Influencing Consumer Choice in the Psychological Services Market in Moscow

The purpose of the study is to identify the most important factors influencing consumer choice in the market of psychological services in Moscow and help individual psychologists as well as other key players in the market to determine the vectors of the development of their own competencies and identify the main pain points of consumers in order to formulate a value proposition and strengthen their own positions in the market. In the study the mixed research is used, consisting of 12 in-depth interviews and survey among 405 respondents. The methods of analyses applied are content analysis, factor analysis, cluster analysis, analysis of variance and multiple linear regression. In accordance with the purpose of the study, the result of the work is a list of the most important factors influencing consumer choice in the market of psychological services in Moscow, indicating the sign and degree of their influence, as well as selected segments of consumers with indicated characteristics and recommendations on the strategies of development for all the key players in the market.