Abstract: The objects of this work is the gender peculiarities of city dwellers in perception, evaluation, and realization of socioeconomic pretensions. The author demonstrates the traditional values and models of social interaction, as well as egalitarian strategies of social adaptation and modelling of personal behavior under the influence of external factors. Relevance of the article is expressed in determination of gender discrepancies within urban environment to socioeconomic pretensions. Particular attention is given to the outside environment of the emergence of socioeconomic pretensions and existing socio-cultural orientations dominant in urban environment. The method of research is the questionnaire survey (random sample of 2,200 people), as well as the non-structured expert interview (22 people). The main conclusion is substantiated by the fact that the socioeconomic pretension of men and women form differently in urban environment, depending on the traditional foundations and external conditions of socialization and life in a particular city. Though not a complete rejection of the traditional values, the research determined a substantial modelling (deviation) in the male and female behavior from the traditionally assigned scenario.