Segmentation of current and potential investors in retirement plans to retain and capture customers
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | BBR. Brazilian Business Review (English edition. Online) |
Texto Completo: | http://www.bbronline.com.br/index.php/bbr/article/view/687 |
Resumo: | The goal of this research was to fill the gap represented by the lack of studies that apply Behavioral Finance concepts in the segmentation of investors in retirement savings plans. Based on a bibliographic review, and the study of multiple cases, there was revealed relevant aspects of the supplemental retirement market in Brazil, this article proposes a new set of demographic and psychographic variables that were more effective in previous research in the segmentation of financial services clients. It innovates by incorporating variables from Psychology and Behavioral Finance, especially the “rationality” variable which has a remarkable ability to synthesize vulnerabilities to a wide universe of heuristics and biases when applied to investors. In addition, significant behavioral barriers were identified for the expansion of the retirement market, such as a low level of maturity of current market practices in Brazil and the need to use Behavioral Finance instruments in this confrontation. |
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Segmentation of current and potential investors in retirement plans to retain and capture customersSegmentação de investidores em previdência para fins de fidelização e de captação de clientesSupplemental Retirement Savings PlansBehavioral SciencesFinancial MarketsMarket SegmentationConsumer behavior familiesPlanos de Previdência ComplementarCiências ComportamentaisMercados FinanceirosSegmentação de MercadoComportamento do ConsumidorThe goal of this research was to fill the gap represented by the lack of studies that apply Behavioral Finance concepts in the segmentation of investors in retirement savings plans. Based on a bibliographic review, and the study of multiple cases, there was revealed relevant aspects of the supplemental retirement market in Brazil, this article proposes a new set of demographic and psychographic variables that were more effective in previous research in the segmentation of financial services clients. It innovates by incorporating variables from Psychology and Behavioral Finance, especially the “rationality” variable which has a remarkable ability to synthesize vulnerabilities to a wide universe of heuristics and biases when applied to investors. In addition, significant behavioral barriers were identified for the expansion of the retirement market, such as a low level of maturity of current market practices in Brazil and the need to use Behavioral Finance instruments in this confrontation.O objetivo desta pesquisa foi preencher a lacuna representada pela inexistência de estudos que apliquem conceitos de Finanças Comportamentais na segmentação de investidores em planos de previdência. A partir de uma revisão bibliográfica e do estudo de casos múltiplos que descortinaram relevantes aspectos do mercado de previdência complementar no Brasil, este artigo propõe um novo conjunto de variáveis demográficas e psicográficas que se mostraram mais eficazes em pesquisas anteriores na segmentação de clientes de serviços financeiros e inova ao incorporar variáveis oriundas da Psicologia e de Finanças Comportamentais, sobretudo a variável “racionalidade” cuja aferição nos investidores possui uma notável capacidade de síntese da vulnerabilidade a um amplo universo de heurísticas e de vieses. Adicionalmente, foram identificadas significativas barreiras comportamentais para a expansão do mercado de previdência, um baixo nível de maturidade das práticas atuais de mercado para enfrentá-las no Brasil e a necessidade da utilização de instrumentos de Finanças Comportamentais nesse enfrentamento.FUCAPE Business Shool2022-01-12info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/68710.15728/bbr.2022.19.1.2Brazilian Business Review; Vol. 19 No. 1 (2022): January to February 2022; 19-38Brazilian Business Review; v. 19 n. 1 (2022): Janeiro a Fevereiro de 2022; 19-381808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/687/1030http://www.bbronline.com.br/index.php/bbr/article/view/687/1031Copyright (c) 2019 Brazilian Business Reviewhttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessDeccax, RonaldoCampani, Carlos2022-05-02T19:28:23Zoai:ojs.pkp.sfu.ca:article/687Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2022-05-02T19:28:23BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
Segmentation of current and potential investors in retirement plans to retain and capture customers Segmentação de investidores em previdência para fins de fidelização e de captação de clientes |
title |
Segmentation of current and potential investors in retirement plans to retain and capture customers |
spellingShingle |
Segmentation of current and potential investors in retirement plans to retain and capture customers Deccax, Ronaldo Supplemental Retirement Savings Plans Behavioral Sciences Financial Markets Market Segmentation Consumer behavior families Planos de Previdência Complementar Ciências Comportamentais Mercados Financeiros Segmentação de Mercado Comportamento do Consumidor |
title_short |
Segmentation of current and potential investors in retirement plans to retain and capture customers |
title_full |
Segmentation of current and potential investors in retirement plans to retain and capture customers |
title_fullStr |
Segmentation of current and potential investors in retirement plans to retain and capture customers |
title_full_unstemmed |
Segmentation of current and potential investors in retirement plans to retain and capture customers |
title_sort |
Segmentation of current and potential investors in retirement plans to retain and capture customers |
author |
Deccax, Ronaldo |
author_facet |
Deccax, Ronaldo Campani, Carlos |
author_role |
author |
author2 |
Campani, Carlos |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Deccax, Ronaldo Campani, Carlos |
dc.subject.por.fl_str_mv |
Supplemental Retirement Savings Plans Behavioral Sciences Financial Markets Market Segmentation Consumer behavior families Planos de Previdência Complementar Ciências Comportamentais Mercados Financeiros Segmentação de Mercado Comportamento do Consumidor |
topic |
Supplemental Retirement Savings Plans Behavioral Sciences Financial Markets Market Segmentation Consumer behavior families Planos de Previdência Complementar Ciências Comportamentais Mercados Financeiros Segmentação de Mercado Comportamento do Consumidor |
description |
The goal of this research was to fill the gap represented by the lack of studies that apply Behavioral Finance concepts in the segmentation of investors in retirement savings plans. Based on a bibliographic review, and the study of multiple cases, there was revealed relevant aspects of the supplemental retirement market in Brazil, this article proposes a new set of demographic and psychographic variables that were more effective in previous research in the segmentation of financial services clients. It innovates by incorporating variables from Psychology and Behavioral Finance, especially the “rationality” variable which has a remarkable ability to synthesize vulnerabilities to a wide universe of heuristics and biases when applied to investors. In addition, significant behavioral barriers were identified for the expansion of the retirement market, such as a low level of maturity of current market practices in Brazil and the need to use Behavioral Finance instruments in this confrontation. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-01-12 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Artigo revisado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/687 10.15728/bbr.2022.19.1.2 |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/687 |
identifier_str_mv |
10.15728/bbr.2022.19.1.2 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/687/1030 http://www.bbronline.com.br/index.php/bbr/article/view/687/1031 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2019 Brazilian Business Review http://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2019 Brazilian Business Review http://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FUCAPE Business Shool |
publisher.none.fl_str_mv |
FUCAPE Business Shool |
dc.source.none.fl_str_mv |
Brazilian Business Review; Vol. 19 No. 1 (2022): January to February 2022; 19-38 Brazilian Business Review; v. 19 n. 1 (2022): Janeiro a Fevereiro de 2022; 19-38 1808-2386 1807-734X reponame:BBR. Brazilian Business Review (English edition. Online) instname:Fucape Business School (FBS) instacron:FBS |
instname_str |
Fucape Business School (FBS) |
instacron_str |
FBS |
institution |
FBS |
reponame_str |
BBR. Brazilian Business Review (English edition. Online) |
collection |
BBR. Brazilian Business Review (English edition. Online) |
repository.name.fl_str_mv |
BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS) |
repository.mail.fl_str_mv |
|| bbronline@bbronline.com.br |
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