Residential Satisfaction in Place Market Segments

13 Pages Posted: 29 Dec 2012 Last revised: 26 Mar 2013

See all articles by Kirill Rozhkov

Kirill Rozhkov

National Research University Higher School of Economics

Date Written: December 25, 2012

Abstract

The paper shows relationships between level of residential satisfaction and form of differentiation of marketing policy in place market segments. A combination of three criteria of place attractiveness (retention and attraction, conditions for natural growth, and settling) was chosen to classify place market segments, and distribution of residents by the level of satisfaction as a result of specific place marketing policy for all the segments were hypothesized.

The results of the empirical study partially confirm developed theoretical typologies. The paper also demonstrates, that driver forces of the place marketing differentiation are related to both current activities of place marketers and external factors. Using the results of the study, it becomes possible to choose a relevant form of differentiation of place marketing policy and interpret its results adequately.

Keywords: residential satisfaction, place marketing, differentiation, place market segment

JEL Classification: J19, M31, O18, R00, R10, R23

Suggested Citation

Rozhkov, Kirill, Residential Satisfaction in Place Market Segments (December 25, 2012). Higher School of Economics Research Paper No. WP BPR 06/MAN/2012. Available at SSRN: https://ssrn.com/abstract=2193738 or http://dx.doi.org/10.2139/ssrn.2193738

Kirill Rozhkov (Contact Author)

National Research University Higher School of Economics ( email )

Myasnitskaya street, 20
Moscow, Moscow 119017
Russia

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