Rad analizira pitanje identifikacije tržišnih segmenata na tržištu visokog obrazovanja. Segmentacija je bitan alat u postizanju konkurentske prednosti, posebice na zrelim i visoko konkurentnim tržištima poput tržišta visokog obrazovanja, i pogotovo u današnje doba kada su granice otvorene te je mobilnost studenata izrazito lako ostvariva i dostupna. Tržište je otvoreno i svaka svjetska visokoškolska institucija predstavlja ozbiljnog konkurenta institucijama u Republici Hrvatskoj. Ovim istraživanjem utvrđeno je postojanje sedam specifičnih tržišnih segmenata na tržištu visokog obrazovanja u Hrvatskoj, temeljenom na kriteriju segmentacije prema ponašanju, odnosno prema kriteriju koristi. Na osnovi utvrđenih kriterija hrvatske visokoškolske institucije mogu prilagoditi vlastitu obrazovnu uslugu s obzirom na specifičnosti ciljanih segmenata, čime mogu ostvariti prednost nad ostalim konkurentima na tržištu. The paper analyzes the issue of identification of market segments in the higher education market. Segmentation is an important tool in achieving competitive advantage especially in mature and highly competitive markets. The higher education market is highly competitive especially in recent times when borders are open and student mobility is extremely accessible and easy to achieve. The market is open and every foreign higher education institution is a serious competitor to the domestic ones in the Republic of Croatia. This research established the existence of seven specific market segments in the higher education market in Croatia based on one of the behavioral criteria, specifically on the benefit criterion. Based on the established factors, Croatian higher education institutions can adjust their own educational service with regard to the specifics of the targeted segments, which can give them an advantage over other competitors in the market.