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The Analysis of Consumer Preferences on the Primary Market of Residential Real Estate in Moscow and Moscow Region

Student: Elena Petrova

Supervisor: Efim Galitsky

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2016

According to sociological polls, 47% of Russians have a need for improvement of their living conditions. Thus, the market of residential real estate is quite significant area of people's potential investments which plays an essential role in the general state of the Russian economy. 11,7% of all new building objects in the Russian Federation are placed in Moscow and Moscow region. The most intense level of competition for the financial opportunities of potential buyers is observed here. Therefore, within this work the main attention has been paid to the analysis of consumer preferences on the primary market in this geografical area. As a result, the aim of this work has been reached. During the analysis of primary data, we managed to construct qualitative, statistically significant models which reflect a real picture of market's conditions. It has been revealed that the greatest importance for potential buyers is a construction stage. Existence or lack of preferential mortgage terms with partner banks has the smallest impact on the choice of the object. Besides, the model of conjoint analysis has been applied and we managed to receive th information about the most and the least attractive apartments to consumers. The most attractive apartment has characteristics as followed: the brick house of a business class at a finishing stage of construction; in Moscow within MKAD;with the absence of any infrastructure and preferential mortgage terms with partner banks of the builder. Besides, as a result of the conducted research 4 segments of buyers have been revealed: introverts, extroverts, people who aim to career and "passive, but inquisitive". Each segment of buyers has its own preferences and consumer behaviour on the primary market of residential real estate.

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