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Article

Сегментирование покупателей жилой недвижимости по искомым выгодам и уровню инновационности

Russian construction companies are trying to find new markets by implementing updated marketing practices. Understanding the behavior of different customer segments in the process of choosing housing becomes one of the priority tasks of the developer. In the process of choosing residential real estate, consumers of different segments make different requirements for housing and use different criteria for comparing alternatives. The article presents the results of the research conducted by the authors on segmentation of buyers in the residential real estate market. The key criteria for consumers’ choice of housing are structured. Consumer segments are identified according to the level of innovation of consumers and the desired benefits. The analysis of respondents’ preferences, requests, and behavior for the segments selected during the research is presented. The authors used content analysis of previous research by Russian and foreign authors, qualitative research using focus groups, quantitative research in the form of an off-line survey, factor analysis, and cluster analysis as the methods of the research. The obtained research results can be used by Russian real estate developers to create a clearly differentiated offer on the market and increase their competitiveness.