SEGMENTATION FROM SPECIFIC NON OBSERVABLE BASIS ON THE PRODUCT AND THE COMBINED USE OF MULTIVARIATE TECHNIQUES: MULTIUSE VEHICLE CASE STUDY

• Autor(a) principal: Bevilacqua, Solon
• Data de Publicação: 2013
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REAd (Porto Alegre. Online)
• Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/41236
• topic: Segmentação de Mercado; Atributos; Análise Multivariada; Pesquisa; Parth Worth´s; Segmentación de Mercado; Atributos; Análisis Multivariada; Investigación; Parth Worths; Segmentação de Mercado; Atributos; Análise Multivariada; Pesquisa; Parth Worth´s

This exploratory and descriptive study seeked a base of primary data, potential consumers of a multiuse vehicle, with further use of Conjoint Analysis and Cluster Analysis, according to Green & Krieger’s proposal (1991). The scope of the study was local, where was investigated the use of partial uses for comfort, loading capacity and price as input resource to a segmentation basis. There was an alignment between the methods and consistency between the results. The gains observed in this study are related to three aspects: [1] research execution: starting from a complex questionnaire applied for a Brazilian diversified target population, obtaining success in this research singular conditions; [2] data manipulation: considering unobservable variables – difficult to handle in comparison with those used in the original study – it was obtained success without observed losses; [3] Validation: using the proposal method, both techniques (AC and CA) presented similar results, which ensures precision to the suggested method. The generation of similar results, from the combined use of both techniques, suggests methodological alignment and theory validation. For so it’s possible to consider that applying this methodology of attributes identification focused on market segmentation, can mitigate this repositioning concept question. The lack of correlated studies question, in other segments, that actually practice this technical hardiness, is highlighted as a study limitation. We suggest as future studies, a best evidentiary situation capability application. The main contribution of this study was to show how easy is to replicate the authors studies.