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Aspectos Metodológicos da Segmentação de Mercado: Base de Segmentação e Métodos de Classificação

Author

Listed:
  • Ana Oliveira-Brochado

    (EDGE, CESUR, DECIVIL-IST, Universidade Técnica de Lisboa)

  • Francisco Vitorino Martins

    (EDGE, Faculdade de Economia da Universidade do Porto)

Abstract

This work provides a broad review of the past literature on market segmentation, focusing on a discussion of proposed bases and classification methods. Multiple segmentation bases are detached, organized according to two axes - observable/ unobservable, general/ specific of the product and evaluated according to some criteria that must be satisfied for an effective segmentation: identifiability, substantiality, accessibility, stability, actionability and responsiveness Classification methods grouped in three classes - nonoverlapping, overlapping and fuzzy, according to the format of the partition matrix they provide.

Suggested Citation

  • Ana Oliveira-Brochado & Francisco Vitorino Martins, 2008. "Aspectos Metodológicos da Segmentação de Mercado: Base de Segmentação e Métodos de Classificação," FEP Working Papers 261, Universidade do Porto, Faculdade de Economia do Porto.
    • Handle: RePEc:por:fepwps:261
    as

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    File URL: http://www.fep.up.pt/investigacao/workingpapers/08.01.17_wp261.pdf
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    References listed on IDEAS

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    Cited by:

    1. Mejía Giraldo, Juan Felipe & Valencia Gómez, Adrián, 2024. "Un enfoque antropológico a la segmentación de mercados: aportes de las variables cualitativas en clasificación de consumidores/usuarios," Revista Tendencias, Universidad de Narino, vol. 25(1), pages 220-243, January.

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    More about this item

    Keywords

    market segmentation; effective segmentation; segmentation bases; classification analysis;
    All these keywords.

    JEL classification:

    • C0 - Mathematical and Quantitative Methods - - General
    • D0 - Microeconomics - - General

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