Youth Community Satisfaction: an Evaluation of Factors Influencing Life Quality in the City

The object of the study are young residents of the city of Ulan-Ude, and the subject - their satisfaction with various factors of city life. The goal - to identify the most attractive image of the city of Ulan-Ude for the various segments of its young residents, as well as to evaluate the level of satisfaction with these factors segments of urban life. To achieve the goal the following tasks were solved: analyzed a number of satisfaction measurement techniques; on the basis of the typology of the product space (Rozhkov and Skriabina, 2015a, b) has been developed segmentation technique and assess residents’ satisfaction with urban life factors; received and analyzed the data, carried out the segmentation, satisfaction evaluated on segments and their connection with the planned departure; made meaningful conclusions about the general level of satisfaction with life in the city and about the differences in satisfaction allocated to segments; prepared a set of recommendations for achieving the strategic objectives of the city. The following methods were used: 1. Analysis of secondary information 2. The collection of primary data by an online poll 3. Analysis of the data using the software package SPSS - crosstabulation, descriptive statistics and correlations table. The relevance of the work is based on the problem of outbound migration from cities of Russia because of their low attractiveness to young people, as well as on the need to assess the city's efforts to enhance the satisfaction of stakeholders - residents, tourists and investors. The practical significance is to apply a methodology to carry out the segmentation of the young residents of the city of Ulan-Ude on psychographic characteristics and at the same time to evaluate their level of satisfaction with specific attributes of urban life.