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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)
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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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
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Handle: RePEc:por:fepwps:261

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Related research
Keywords: market segmentation effective segmentation segmentation bases classification analysis

Find related papers by JEL classification:
C0 - Mathematical and Quantitative Methods - - General
D0 - Microeconomics - - General

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Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
  1. 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. [Downloadable!]
    Other versions:
  2. Kamakura, Wagner A & Novak, Thomas P, 1992. "Value-System Segmentation: Exploring the Meaning of LOV," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 19(1), pages 119-32, June.
  3. 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. [Downloadable!] (restricted)
  4. Wayne Desarbo, 1982. "Gennclus: New models for general nonhierarchical clustering analysis," Psychometrika, Springer, vol. 47(4), pages 449-475, December. [Downloadable!] (restricted)
  5. Michel Wedel & Wayne DeSarbo, 1995. "A mixture likelihood approach for generalized linear models," Journal of Classification, Springer, vol. 12(1), pages 21-55, March. [Downloadable!] (restricted)
  6. Wayne DeSarbo & Richard Oliver & Arvind Rangaswamy, 1989. "A simulated annealing methodology for clusterwise linear regression," Psychometrika, Springer, vol. 54(4), pages 707-736, September. [Downloadable!] (restricted)
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