Zhirinovsky is a professional squabbler, and a charismatic one
He is making all the efforts not to become the president - I think, deliberately.
He is content with being the leader of a successful party and enjoys his life.
BTW, he is highly educated, speaks many languages (Wikipedia states English, French, German and Turkish - proof for Turkish) and has reasoned opinions on political issues (he can speak calmly - look for his interviews ).
But apparently he likes his "bully" image and sustains it on purpose.