Tatiana Viktorovna Gudkova

In the field of marketing research, the theory of generations is becoming increasingly popular lately, and a particular emphasis is being placed on examining the promising directions of its practical application. This article studies the possibility of using a generational approach to promoting rental housing. The object of the study is the preferences of tenants belonging to different generations, and the subject is the factors influencing the promotion of rental housing. Using the river sampling technique, the paper reveals the preferences of representatives from different generations in the domestic residential real estate rental market. Drawing on the correlation and regression analysis, the authors identify the main factors influencing consumer behavior in the market considered, as well as the specifics of promoting rental housing for representatives of generations who are currently the main target audience. The findings allow us to achieve a comprehensive understanding of the emerging demand in the real estate rental market in Russia and might have important implications in building marketing campaigns aimed at promoting rental housing based on the generational approach to consumer segmentation.