Development of academic mobility of students from different countries requires evaluating the influence of their cultural traits on the behavior on the educational products market. The subject of present study is the development of methodic approach towards evaluating the cross-cultural traits influence on students' behavior on the higher education products market. Within the study we developed a model of culture, which reflects the list of cultural values and characteristics of material and institutional values adapted for the educational products market of the universities. We propose a method of constructing a matrix of cross-cultural analysis of the elements, which create the model of culture in the consumers from a certain culture and behavioral traits of students on the higher education market. The developed methodical approach was evaluated on Chinese and Russian students. The results of the study can be used for developing measures for increasing the attractiveness of Russian universities for Chinese consumers.