IDEAS home Printed from https://ideas.repec.org/p/por/fepwps/261.html
   My bibliography  Save this paper

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

    Download full text from publisher

    File URL: http://www.fep.up.pt/investigacao/workingpapers/08.01.17_wp261.pdf
    Download Restriction: no

    References listed on IDEAS

    as
    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.
    2. Wayne DeSarbo & Vijay Mahajan, 1984. "Constrained classification: The use of a priori information in cluster analysis," Psychometrika, Springer;The Psychometric Society, vol. 49(2), pages 187-215, June.
    3. Michel Wedel & Wayne DeSarbo, 1995. "A mixture likelihood approach for generalized linear models," Journal of Classification, Springer;The Classification Society, vol. 12(1), pages 21-55, March.
    4. P.-L. Dubois & A. Jolibert, 2005. "Le marketing," Post-Print halshs-00095259, HAL.
    5. Kamakura, Wagner A & Novak, Thomas P, 1992. " Value-System Segmentation: Exploring the Meaning of LOV," Journal of Consumer Research, Oxford University Press, vol. 19(1), pages 119-132, June.
    6. Wayne Desarbo, 1982. "Gennclus: New models for general nonhierarchical clustering analysis," Psychometrika, Springer;The Psychometric Society, vol. 47(4), pages 449-475, December.
    7. Wayne DeSarbo & Richard Oliver & Arvind Rangaswamy, 1989. "A simulated annealing methodology for clusterwise linear regression," Psychometrika, Springer;The Psychometric Society, vol. 54(4), pages 707-736, September.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    market segmentation; effective segmentation; segmentation bases; classification analysis;

    JEL classification:

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

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:por:fepwps:261. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (). General contact details of provider: http://edirc.repec.org/data/fepuppt.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.