PSYCHOGRAPHIC SEGMENTATION AND LIFESTYLE OF CONSUMERS WHO BUY THROUGH CATALOGS DOI: 10.5585/remark.v8i1.2130

Detalhes bibliográficos
Autor(a) principal: Modanez, Patricia Sawa
Data de Publicação: 2010
Outros Autores: de Camargo, Silvia Helena Carvalho Ramos, Spers, Valéria Rueda Elias, Sacomano Neto, Mario
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/11766
Resumo: This paper is about market psychographic segmentation and analyzes lifestyles of direct sales channel consumers, who buy through catalogs. It was developed a research of quality quantitative character divided into three phases. The first one, exploratory qualitative, had as purpose to know the organization focused by the study, and the investigation of its consumers profile. To reach such purpose, it was used the techniques of case study, focus group coupled with the projective technique, and interview. The second phase was carried out by a descriptive quantitative research that aimed at quantifying and describing the consumers who buy through the company catalogs. The sample consisted on 150 consumers from the city of São Paulo and some other cities of the same state. After the data processing, which was made using the SPSS software and cluster analysis, the results characteristics of qualitative and quantitative phases were compared, allowing the realization of the third stage. The third phase, qualitative exploratory, involved the technique of brainstorming. To do so, company managers were invited to attend the presentation of the results and discuss strategies to be proposed to the company. As a result, the company came to know its target audience, which was unknown so far, providing a feedback over the mix of products, communication and marketing planning.
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spelling PSYCHOGRAPHIC SEGMENTATION AND LIFESTYLE OF CONSUMERS WHO BUY THROUGH CATALOGS DOI: 10.5585/remark.v8i1.2130Segmentação Psicográfica e Estilos de Vida de Consumidores de Venda Direta por CatálogoDirect Sales; Lifestyle; Segmentation of the Market.Estilo de vida; segmentação de mercado; venda direta.This paper is about market psychographic segmentation and analyzes lifestyles of direct sales channel consumers, who buy through catalogs. It was developed a research of quality quantitative character divided into three phases. The first one, exploratory qualitative, had as purpose to know the organization focused by the study, and the investigation of its consumers profile. To reach such purpose, it was used the techniques of case study, focus group coupled with the projective technique, and interview. The second phase was carried out by a descriptive quantitative research that aimed at quantifying and describing the consumers who buy through the company catalogs. The sample consisted on 150 consumers from the city of São Paulo and some other cities of the same state. After the data processing, which was made using the SPSS software and cluster analysis, the results characteristics of qualitative and quantitative phases were compared, allowing the realization of the third stage. The third phase, qualitative exploratory, involved the technique of brainstorming. To do so, company managers were invited to attend the presentation of the results and discuss strategies to be proposed to the company. As a result, the company came to know its target audience, which was unknown so far, providing a feedback over the mix of products, communication and marketing planning.Este estudo aborda a segmentação psicográfica de mercado e analisa estilos de vida de consumidores do canal de venda direta que compram por meio de catálogo. A pesquisa, de caráter quali-quanti, dividiu-se em três fases. A primeira, qualitativa exploratória, objetivou conhecer a organização estudada, além de pesquisar o perfil de suas consumidoras. Para isso, utilizaram-se técnicas de estudo de caso, focus group associada à técnicas projetivas e entrevistas. A segunda fase desenvolveu-se por meio de uma pesquisa quantitativa descritiva, com o objetivo de quantificar e descrever as consumidoras que compram por catálogos. A amostra constituiu-se de 150 consumidoras da cidade de São Paulo e algumas cidades do interior do Estado. Após o processamento dos dados, por meio do software SPSS e da análise de cluster, os resultados das fases qualitativa e quantitativa foram comparados, possibilitando a realização da terceira fase. Esta última, qualitativa exploratória, envolveu a técnica de brainstorming. Para isso, gestores da empresa foram convidados para apresentação dos resultados e para discutirem estratégias a serem propostas à empresa. Como resultado, a empresa passou a conhecer seu público-alvo, permitindo uma retroalimentação referente ao planejamento do mix de produtos, comunicação e marketing. DOI: 10.5585/remark.v8i1.2130Universidade Nove de Julho - Uninove2010-03-24info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1176610.5585/remark.v8i1.2130ReMark - Revista Brasileira de Marketing; v. 8, n. 1 (2009): janeiro - junho; 138-1632177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/11766/5413Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessModanez, Patricia Sawade Camargo, Silvia Helena Carvalho RamosSpers, Valéria Rueda EliasSacomano Neto, Mario2019-02-19T16:12:16Zoai:https://periodicos.uninove.br:article/11766Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T16:12:16REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv PSYCHOGRAPHIC SEGMENTATION AND LIFESTYLE OF CONSUMERS WHO BUY THROUGH CATALOGS DOI: 10.5585/remark.v8i1.2130
Segmentação Psicográfica e Estilos de Vida de Consumidores de Venda Direta por Catálogo
title PSYCHOGRAPHIC SEGMENTATION AND LIFESTYLE OF CONSUMERS WHO BUY THROUGH CATALOGS DOI: 10.5585/remark.v8i1.2130
spellingShingle PSYCHOGRAPHIC SEGMENTATION AND LIFESTYLE OF CONSUMERS WHO BUY THROUGH CATALOGS DOI: 10.5585/remark.v8i1.2130
Modanez, Patricia Sawa
Direct Sales; Lifestyle; Segmentation of the Market.
Estilo de vida; segmentação de mercado; venda direta.
title_short PSYCHOGRAPHIC SEGMENTATION AND LIFESTYLE OF CONSUMERS WHO BUY THROUGH CATALOGS DOI: 10.5585/remark.v8i1.2130
title_full PSYCHOGRAPHIC SEGMENTATION AND LIFESTYLE OF CONSUMERS WHO BUY THROUGH CATALOGS DOI: 10.5585/remark.v8i1.2130
title_fullStr PSYCHOGRAPHIC SEGMENTATION AND LIFESTYLE OF CONSUMERS WHO BUY THROUGH CATALOGS DOI: 10.5585/remark.v8i1.2130
title_full_unstemmed PSYCHOGRAPHIC SEGMENTATION AND LIFESTYLE OF CONSUMERS WHO BUY THROUGH CATALOGS DOI: 10.5585/remark.v8i1.2130
title_sort PSYCHOGRAPHIC SEGMENTATION AND LIFESTYLE OF CONSUMERS WHO BUY THROUGH CATALOGS DOI: 10.5585/remark.v8i1.2130
author Modanez, Patricia Sawa
author_facet Modanez, Patricia Sawa
de Camargo, Silvia Helena Carvalho Ramos
Spers, Valéria Rueda Elias
Sacomano Neto, Mario
author_role author
author2 de Camargo, Silvia Helena Carvalho Ramos
Spers, Valéria Rueda Elias
Sacomano Neto, Mario
author2_role author
author
author
dc.contributor.author.fl_str_mv Modanez, Patricia Sawa
de Camargo, Silvia Helena Carvalho Ramos
Spers, Valéria Rueda Elias
Sacomano Neto, Mario
dc.subject.por.fl_str_mv Direct Sales; Lifestyle; Segmentation of the Market.
Estilo de vida; segmentação de mercado; venda direta.
topic Direct Sales; Lifestyle; Segmentation of the Market.
Estilo de vida; segmentação de mercado; venda direta.
description This paper is about market psychographic segmentation and analyzes lifestyles of direct sales channel consumers, who buy through catalogs. It was developed a research of quality quantitative character divided into three phases. The first one, exploratory qualitative, had as purpose to know the organization focused by the study, and the investigation of its consumers profile. To reach such purpose, it was used the techniques of case study, focus group coupled with the projective technique, and interview. The second phase was carried out by a descriptive quantitative research that aimed at quantifying and describing the consumers who buy through the company catalogs. The sample consisted on 150 consumers from the city of São Paulo and some other cities of the same state. After the data processing, which was made using the SPSS software and cluster analysis, the results characteristics of qualitative and quantitative phases were compared, allowing the realization of the third stage. The third phase, qualitative exploratory, involved the technique of brainstorming. To do so, company managers were invited to attend the presentation of the results and discuss strategies to be proposed to the company. As a result, the company came to know its target audience, which was unknown so far, providing a feedback over the mix of products, communication and marketing planning.
publishDate 2010
dc.date.none.fl_str_mv 2010-03-24
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/11766
10.5585/remark.v8i1.2130
url https://periodicos.uninove.br/remark/article/view/11766
identifier_str_mv 10.5585/remark.v8i1.2130
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/11766/5413
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 8, n. 1 (2009): janeiro - junho; 138-163
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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