Author: Aleksandr G. Mokronosov, Dr. Sc. (Ec.), Prof., Head of Economic Theory Dept; Aleksandr V. Skorin, postgraduate of Economic Theory Dept.

Abstract: The article discusses the factors which have the greatest impact on consumer behavior in the market of individual residential real estate (IRRE) in a large city. At the example of Yekaterinburg the authors show the role of social infrastructure in improving the attractiveness of the development area for IRRE construction, study the place gentrification takes in the development of the IRRE market, and analyze the obstacles to the gentrification process.

Key words: gentrification; individual residential real estate; factors of the consumer behavior; housing market of a megacity.