Análise de clientes de uma distribuidora de medicamentos

• Autor(a) principal: Oliveira, Josmária Lima Ribeiro
• Data de Publicação: 2004
• Outros Autores: Oliveira, Sidney Lino
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Ceará (UFC)
• Texto Completo: http://www.repositorio.ufc.br/handle/riufc/7465
• topic: Clientes - Lealdade; Comportamento do consumidor

This paper deals with costumers analysis by means of a quantitative research for a pharmaceutical deliverer. This analysis focuses on the identification of the main customers as a means to establish a more effective relationship and suplly the implantation of a logistic system that makes possible a costumer oriented approach. The case study was developed in a pharmaceutical deliverer situated in Juiz de Fora/MG that sales to the region of the Zona da Mata/MG and the state of Rio de Janeiro, in Brazil. The rule of election of the customers consisted in three factors: 1) payment in day (only the customers that after effects in average payment up to ten days the expiration of the banking billet); 2) RFV: recency (customers who have bought within the last 60 days), frequency (number of times of purchase request), and monetary value (value of the invoicing of the customer in 6 months). Based on factor 1, 459 customers were selected. Based on factor 2, 223 customers were selected. For the election of the representative customers with relation to invoicing, Pareto’s theory was used and it was perceived that 40% of the customers corresponded to 80% of group invoicing. The selected customers were classified in three types: A) selected for the invoicing (Pareto’s theory - 40% of the customers); B) chosen teams from the average, or either, customers with upper average value to the average point (factor 2); e C) selected by the invoicing and average, or either, the intersection of the group and the B. The main customers were chosen by means of the crossing technique RFV - recency, frequency and monetary value, and Pareto’s theory analysis, which allowed to present the main clients of the medicine deliverer, pointed out by group C.