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The article deals with approaches to the understanding of the profession and professional choice in domestic and foreign scientific thought. The key issues of the study of vocational guidance and professional choice are presented in the historical perspective. The interrelation of choosing future life path, professional future and that educational institution, which in the future will allow youth not only to get a profession, but also serves as a launching pad for future career, is considered particularly acute by the end of school before each graduate. Today, the choice of the educational institution by the applicants remains a significant problem for them and in this regard the researchers face the task of characterizing the educational behavior of modern high school students, future applicants.To answer these questions, the staff of Faculty of sociology of the Lomonosov Moscow State University was conducted among senior pupil of Moscow schools. The article presents the results of studies of different years of satisfaction with the level of received education, the motives for choosing the future education of senior pupils, and value orientations of youth. The main factors influencing the choice of the desired level of education and educational institution, as well as the basic model-goals of education used by youth in choosing their life path, were highlighted. The significance of higher education for future applicants and a steady increase in the trend of the spread of consumer behavior of youth, orientation in their life strategies towards success and high material wealth, a certain social status, are confirmed on the basis of the obtained data.