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

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Author Info

  • Ana Oliveira-Brochado

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

  • Francisco Vitorino Martins

    ()
    (EDGE, Faculdade de Economia da Universidade do Porto)

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    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.

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    File URL: http://www.fep.up.pt/investigacao/workingpapers/08.01.17_wp261.pdf
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    Bibliographic Info

    Paper provided by Universidade do Porto, Faculdade de Economia do Porto in its series FEP Working Papers with number 261.

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    Length: 29 pages
    Date of creation: Jan 2008
    Date of revision:
    Handle: RePEc:por:fepwps:261

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    Related research

    Keywords: market segmentation; effective segmentation; segmentation bases; classification analysis;

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    1. Wayne DeSarbo & Richard Oliver & Arvind Rangaswamy, 1989. "A simulated annealing methodology for clusterwise linear regression," Psychometrika, Springer, vol. 54(4), pages 707-736, September.
    2. Hauser, John R. & Urban, Glen L., 1975. "A normative methodology for modeling consumer response to innovation," Working papers 785-75., Massachusetts Institute of Technology (MIT), Sloan School of Management.
    3. Michel Wedel & Wayne DeSarbo, 1995. "A mixture likelihood approach for generalized linear models," Journal of Classification, Springer, vol. 12(1), pages 21-55, March.
    4. Wayne Desarbo, 1982. "Gennclus: New models for general nonhierarchical clustering analysis," Psychometrika, Springer, vol. 47(4), pages 449-475, December.
    5. Wayne DeSarbo & Vijay Mahajan, 1984. "Constrained classification: The use of a priori information in cluster analysis," Psychometrika, Springer, vol. 49(2), pages 187-215, June.
    6. Kamakura, Wagner A & Novak, Thomas P, 1992. " Value-System Segmentation: Exploring the Meaning of LOV," Journal of Consumer Research, University of Chicago Press, vol. 19(1), pages 119-32, June.
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