Distributors Segments of the Division of Surgical Materials: an application of multivariate analysis

Detalhes bibliográficos
Autor(a) principal: Gouvêa, Maria Aparecida
Data de Publicação: 2007
Outros Autores: Plata, Juan Pablo França de la
Tipo de documento: Artigo
Idioma: por
eng
spa
Título da fonte: Revista Brasileira de Gestão de Negócios (Online)
Texto Completo: https://rbgn.fecap.br/RBGN/article/view/44
Resumo: This study focused on the analysis of segments of distributors in the category of surgical products in Brazil that are served by a big company that operates in this sector of activity. The information about gross profit, gross sales, credit classification, regional area and region has been considered. The statistical techniques to the definition of segments and their profiles were cluster analysis and multiple correspondences. Models of Lambin (2000) and Czinkota et al. (2001) have been utilized as reference for the development of the segmentation of surgical material market. It was observed that it is possible classifying through cluster analysis the segments of distributors according to differentiated profiles of gross sales and gross profit. The multiple correspondence analyses provided a mapping that presented the association of ranges of gross sales and gross profit with Brazilian regions and with credit classifications which were defined through the historic evolution of the clients. The results of this study can be useful as a source of information to the identification of strategic actions regarding the discount politics of the prices of the products that are offered to the focused on market.Key-words: Segmentation. Surgical material. Multivariate analysis.
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spelling Distributors Segments of the Division of Surgical Materials: an application of multivariate analysisSegmentos de Distribuidores en el Sector de Materiales Quirúrgicos: una aplicación de análisis multivariadoSegmentos de Distribuidores no Setor de Materiais Cirúrgicos: uma aplicação de análise multivariadaSegmentation. Surgical material. Multivariate analysis.Segmentación. Material quirúrgico. Análisis multivariado.Segmentação. Material cirúrgico. Análise multivariada.This study focused on the analysis of segments of distributors in the category of surgical products in Brazil that are served by a big company that operates in this sector of activity. The information about gross profit, gross sales, credit classification, regional area and region has been considered. The statistical techniques to the definition of segments and their profiles were cluster analysis and multiple correspondences. Models of Lambin (2000) and Czinkota et al. (2001) have been utilized as reference for the development of the segmentation of surgical material market. It was observed that it is possible classifying through cluster analysis the segments of distributors according to differentiated profiles of gross sales and gross profit. The multiple correspondence analyses provided a mapping that presented the association of ranges of gross sales and gross profit with Brazilian regions and with credit classifications which were defined through the historic evolution of the clients. The results of this study can be useful as a source of information to the identification of strategic actions regarding the discount politics of the prices of the products that are offered to the focused on market.Key-words: Segmentation. Surgical material. Multivariate analysis.Este estudio enfocó el análisis del segmento de distribuidores en Brasil, en la categoría de productos quirúrgicos, atendidos por una gran empresa de este ramo de actividad. Se reunieron informaciones sobre beneficio bruto, ventas líquidas, clasificación de crédito, área regional y región. Las técnicas estadísticas utilizadas para determinar los segmentos y sus respectivas caracterizaciones fueron el análisis de conglomerados y de correspondencia múltiple. Modelos de Lambin (2000) y Czinkota et al. (2001) sirvieron de referencia para el desarrollo de la segmentación del mercado de material quirúrgico. Se observó que es posible clasificar por la técnica de análisis de conglomerados, los segmentos para los distribuidores según los perfiles diferenciados de ventas líquidas y beneficio bruto. El análisis de correspondencia múltiple generó un mapeo que asoció las franjas de ventas líquidas y el beneficio bruto con las regiones brasileñas y con las clasificaciones de crédito designadas según el historial de los clientes. Los resultados de este estudio pueden servir de base para una política de descuento en los precios de lista de productos ofrecidos de acuerdo con las características de los segmentos obtenidos.Palabras clave: Segmentación. Material quirúrgico. Análisis multivariado.Este estudo focalizou a análise de segmentos de distribuidores na categoria de produtos cirúrgicos no Brasil atendidos por uma grande empresa deste ramo de atividade. Foram levantadas informações sobre lucro bruto, vendas líquidas, classificação de crédito, área regional e região. As técnicas estatísticas utilizadas para a determinação dos segmentos e respectivas caracterizações foram a análise de conglomerados e de correspondência múltipla. Modelos de Lambin (2000) e Czinkota et al. (2001) serviram de referência para o desenvolvimento da segmentação do mercado de material cirúrgico. Observou-se que é possível classificar pela técnica de análise de conglomerados os segmentos para os distribuidores conforme os perfis diferenciados de vendas líquidas e lucro bruto. A análise de correspondência múltipla gerou um mapeamento que associou as faixas de vendas líquidas e lucro bruto às regiões brasileiras e às classificações de crédito designadas conforme o histórico dos clientes. Os resultados deste estudo podem servir de base para uma política de desconto dos preços de lista de produtos oferecidos conforme as características dos segmentos obtidos. Palavras-chave: Segmentação. Material cirúrgico. Análise multivariada.FECAP2007-07-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfapplication/pdfapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/4410.7819/rbgn.v7i18.44Review of Business Management; Vol. 7 No. 18 (2005); 51-59RBGN Revista Brasileira de Gestão de Negócios; Vol. 7 Núm. 18 (2005); 51-59RBGN - Revista Brasileira de Gestão de Negócios; v. 7 n. 18 (2005); 51-591983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPporengspahttps://rbgn.fecap.br/RBGN/article/view/44/37https://rbgn.fecap.br/RBGN/article/view/44/301https://rbgn.fecap.br/RBGN/article/view/44/302Copyright (c) 2014 Review of Business Managementinfo:eu-repo/semantics/openAccessGouvêa, Maria AparecidaPlata, Juan Pablo França de la2008-12-10T14:26:08Zoai:ojs.emnuvens.com.br:article/44Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2008-12-10T14:26:08Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false
dc.title.none.fl_str_mv Distributors Segments of the Division of Surgical Materials: an application of multivariate analysis
Segmentos de Distribuidores en el Sector de Materiales Quirúrgicos: una aplicación de análisis multivariado
Segmentos de Distribuidores no Setor de Materiais Cirúrgicos: uma aplicação de análise multivariada
title Distributors Segments of the Division of Surgical Materials: an application of multivariate analysis
spellingShingle Distributors Segments of the Division of Surgical Materials: an application of multivariate analysis
Gouvêa, Maria Aparecida
Segmentation. Surgical material. Multivariate analysis.
Segmentación. Material quirúrgico. Análisis multivariado.
Segmentação. Material cirúrgico. Análise multivariada.
title_short Distributors Segments of the Division of Surgical Materials: an application of multivariate analysis
title_full Distributors Segments of the Division of Surgical Materials: an application of multivariate analysis
title_fullStr Distributors Segments of the Division of Surgical Materials: an application of multivariate analysis
title_full_unstemmed Distributors Segments of the Division of Surgical Materials: an application of multivariate analysis
title_sort Distributors Segments of the Division of Surgical Materials: an application of multivariate analysis
author Gouvêa, Maria Aparecida
author_facet Gouvêa, Maria Aparecida
Plata, Juan Pablo França de la
author_role author
author2 Plata, Juan Pablo França de la
author2_role author
dc.contributor.author.fl_str_mv Gouvêa, Maria Aparecida
Plata, Juan Pablo França de la
dc.subject.por.fl_str_mv Segmentation. Surgical material. Multivariate analysis.
Segmentación. Material quirúrgico. Análisis multivariado.
Segmentação. Material cirúrgico. Análise multivariada.
topic Segmentation. Surgical material. Multivariate analysis.
Segmentación. Material quirúrgico. Análisis multivariado.
Segmentação. Material cirúrgico. Análise multivariada.
description This study focused on the analysis of segments of distributors in the category of surgical products in Brazil that are served by a big company that operates in this sector of activity. The information about gross profit, gross sales, credit classification, regional area and region has been considered. The statistical techniques to the definition of segments and their profiles were cluster analysis and multiple correspondences. Models of Lambin (2000) and Czinkota et al. (2001) have been utilized as reference for the development of the segmentation of surgical material market. It was observed that it is possible classifying through cluster analysis the segments of distributors according to differentiated profiles of gross sales and gross profit. The multiple correspondence analyses provided a mapping that presented the association of ranges of gross sales and gross profit with Brazilian regions and with credit classifications which were defined through the historic evolution of the clients. The results of this study can be useful as a source of information to the identification of strategic actions regarding the discount politics of the prices of the products that are offered to the focused on market.Key-words: Segmentation. Surgical material. Multivariate analysis.
publishDate 2007
dc.date.none.fl_str_mv 2007-07-19
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
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10.7819/rbgn.v7i18.44
url https://rbgn.fecap.br/RBGN/article/view/44
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spa
language por
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dc.relation.none.fl_str_mv https://rbgn.fecap.br/RBGN/article/view/44/37
https://rbgn.fecap.br/RBGN/article/view/44/301
https://rbgn.fecap.br/RBGN/article/view/44/302
dc.rights.driver.fl_str_mv Copyright (c) 2014 Review of Business Management
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2014 Review of Business Management
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
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application/pdf
dc.publisher.none.fl_str_mv FECAP
publisher.none.fl_str_mv FECAP
dc.source.none.fl_str_mv Review of Business Management; Vol. 7 No. 18 (2005); 51-59
RBGN Revista Brasileira de Gestão de Negócios; Vol. 7 Núm. 18 (2005); 51-59
RBGN - Revista Brasileira de Gestão de Negócios; v. 7 n. 18 (2005); 51-59
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