The competitiveness of the university closely linked to the loyalty of its main consumers - students. When students are interested in getting the complex educational services, when they are proud of their university, aware the social responsibility to their alma Mater, ready to creatively participate in its projects, it gives the university an additional advantage in a competitive struggle. The article presents an attempt to study attitudes of students towards the universities in Vladivostok. As the methods of the complex students’ attitudes research were used specially adapted projective technique, a method of Charles Osgood’s semantic differential by, questionnaire using Gutmann shkallogrammy and questionnaire with direct questions to students. The research results can be used by Vladivostok universities to promote their educational services to the market.