Market Segmentation Methodology: segmentation basis and classification methods

• Tipo: Artigo em Revista Científica Internacional
• Data: 2008

Autores

Oliveira Brochado, A (Autor) Outra; Francisco Vitorino Martins (Autor) FEP

Revista

Título: Revista Brasileira de Gestao de Negocios

Vol. 10

Páginas: 132-149

ISSN: 1806-4892

Editora: Fundacao Escola de Comercio Alvares Penteado (FECAP)

Indexação

ISI Web of Knowledge - 3 Citações

Scopus - 5 Citações

Outras Informações

ID Authenticus: 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.

Idioma: Português

Tipo (Avaliação Docente): Científica

Nº de páginas: 18