Consumer Preferences in Housing Market: the Lifestyle as a Factor of Choice of Place of Living (the Case of Moscow)

The project is aimed to study consumer preferences in housing market during the research of daily experience. The concept of a lifestyle is used to classify the group under investigation (youth). The criterion to build a typology is a type of household. The empirical study was held in 4 types of households: single, non-family, unmarried couple without children and married couple without children. Empirical study is based on combination of semi-structured biographical interview and experimental methodic of mental mapping the house. 16 interviews including 39 unique stories about experience in different types of households were conducted. A systematic description of typical practices of using the space of a dwelling and elements of the urban environment is given. Requirements arising in everyday experience are systematized and formed the basis for the characteristics of a "friendly" environment (corresponding to the inquiries of the investigated group of citizens). The study is valuable from the both cognitive and applied points of view. The results can be applied during the construction private and public spaces. A methodological reflection can be applied as a recommendation in the further research projects.