SEGMENTATION ANALYSIS OF PRIMARY RESIDENTIAL REAL ESTATE MARKET STRUCTURE

Abstract

The article deals with the appliance of segmentation analysis to the research of the structure of primary
residential real estate market. The authors analyzed in details the existing approaches to market segmentation
and provided the use of a multi-dimensional grocery segmentation of primary residential real estate market
by product groups, at the root of which the properties of objects of primary residential real estate lie. As a result
of segmentation of the analyzed market into four segments according to consumer quality (class) the
structure of megalopolis markets was compared, also there was justified the appliance of segmentation analysis
followed by the study of the market structure in order to build the marketing policy of building and construction
companies. The testing of author’s concept using the example of marketing research of the structure
of the Chelyabinsk primary residential real estate market is in the picture of the article.