Market Segmentation Methodology: segmentation basis and classification methods

• Type: Article in International Scientific Journal
• Date: 2008

Authors

Oliveira Brochado, A (Author) Other; Francisco Vitorino Martins (Author) FEP

Journal

Title: Revista Brasileira de Gestao de Negocios

Vol. 10

Pages: 132-149

ISSN: 1806-4892

Publisher: Fundacao Escola de Comercio Alvares Penteado (FECAP)

Indexing

ISI Web of Knowledge - 3 Citations

Scopus - 5 Citations

Other information

Authenticus ID: P-004-0QH

DOI: 10.7819/rbgn.v10i27.174

Abstract (EN): This. work provides a comprehensive review of the literature on market segmentation, focusing on the 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 are also grouped in three classes - nonoverlapping, overlapping and fuzzy, according to the format of the partition matrix they provide.

Language: Portuguese

Type (Professor's evaluation): Scientific

No. of pages: 18