In this article the process of socialization of the young generation is examined in the new system of market relations, taking into account his adaptation in a sociocultural environment. Development of social motivation based on the increasing of pursuance of receiving higher education taking into account new market tendencies in social and educational sphere has special relevance. Increasing of interest in the problems of students leads to accumulation of empiric and theoretical material about learning activity motivation, motivational preferences and system of values of the students, social status of the students of higher educational institutions, about attitude to higher education system and quality of teaching in higher educational institutions.