Segmentação do mercado de consumidores residenciais de energia elétrica

• Autor(a) principal: Melo, Francisco Vicente Sales
• Data de Publicação: 2009
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Ceará (UFC)
• Texto Completo: http://www.repositorio.ufc.br/handle/riufc/62660
• topic: Segmentação de mercado; Serviços de eletricidade

The dealers of electric energy try to treat its market disrespecting the fact of being, seemingly, monopoly, that is to say, they always try to offer quality to its customers for if they maintain competitive in the distribution market, besides they avoid the risk of loss concession in the cases of bad service installment. To contribute with those improvements that are related to the marketing of those companies, it is believed that is necessary to identify segments that characterize the groups of consumers of electric energy different from the classic segments used in this section. The objective of this work is to analyze residential consumers' of electric energy segments through to model of categorical data. The methodological structure was built starting from Knowledge Discovery in Databases (KDD) that contemplates Data Mining process. The used sample corresponds to the 628.339 consumers' data obtained the a dealer's of electric energy customers' cadaster placed in the Northeast area of Brazil close to, being approximately the corresponding sample the 23,3% of the consumers of the company. For the to model of the data and construction of the segments, technical Chi-Square Automatic Interaction Detection was used (CHAID) proposed by G. Kass in 1980. As results, it was verified that is the main variable in all the accomplished analyses to explain the medium revenue of the residential consumers' energy, the consumption class. After this variable, the other ones two more significant they are educational degree and that that the customer is indicated bought or not other products market for the dealer. It is ended that the several identified market segments for the residential consumers' of electric energy market, they can be useful for the development of addressed marketing strategies, being these possible of adaptation for identification of new business opportunities. He/she suggests himself the application of bases psychographics in each one of the groups identified with objective of identifying those consumers' lifestyles. It is believed that to leave of those segments, be possible to improve the characteristics of those identified groups.