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The article is based on a questionnaire survey of 486 parents whose children attend pre-school educational institutions in Moscow. The survey was conducted in 2015. The article focuses largely on the specific features of choosing a kindergarten. The parents’ answers are analyzed in terms of the influence that socio-demographic and socio-stratification factors have on this process. The sociological study revealed the specifics concerning a number of aspects: motivation behind their pre-school choice; use of sources to gather preliminary information about a kindergarten; most important factors affecting the choice of a preschool; the level of parents’ awareness about various aspects of kindergarten activities. The data obtained are compared with the results of 1997 opinion poll involving one thousand parents which allows analyzing the dynamics of kindergarten choice transformation features over the past twenty years.