DIFFERENCES BETWEEN SEGMENTATION BASES FOR CONSUMER MARKETS OF A PET PRODUCT LINE

Detalhes bibliográficos
Autor(a) principal: Santos Soares, Raquel
Data de Publicação: 2013
Outros Autores: Tornavoi de Carvalho, Dirceu
Tipo de documento: Artigo
Idioma: por
Título da fonte: REAd (Porto Alegre. Online)
Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/42404
Resumo: This article deals with the importance of segmentation as a tool for competition in an increasingly demanding market.  In addition, an analysis of segmentation may help identify trends and changes in the market. This study is concerned with defining the segment profile for two consumer groups of a pet product line – shops providing services and products for pet care and hygiene, and pet owners. These markets were segmented in different bases since they have different needs. To conclude, the implementation of strategies aimed at each group of clients should take into consideration such differences.
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spelling DIFFERENCES BETWEEN SEGMENTATION BASES FOR CONSUMER MARKETS OF A PET PRODUCT LINEDIFERENCIAS ENTRE BASES DE SEGMENTACIÓN DE LOS MERCADOS CONSUMIDORES DE UMA LÍNEA DE PRODUCTOS PARA MASCOTASDIFERENÇAS ENTRE BASES DE SEGMENTAÇÃO DOS MERCADOS CONSUMIDORES DE UMA LINHA DE PRODUTOS PARA PETSmarket segmentationconsumer behaviorpet-shopssegmentación de mercadoconducta del consumidortiendas para mascotas (pet-shops)Segmentação de mercadocomportamento do consumidorpet-shopsThis article deals with the importance of segmentation as a tool for competition in an increasingly demanding market.  In addition, an analysis of segmentation may help identify trends and changes in the market. This study is concerned with defining the segment profile for two consumer groups of a pet product line – shops providing services and products for pet care and hygiene, and pet owners. These markets were segmented in different bases since they have different needs. To conclude, the implementation of strategies aimed at each group of clients should take into consideration such differences.Este artículo trata de la importancia de la segmentación como una herramienta para competir en un mercado en que los consumidores son cada vez más exigentes. Además, un análisis de segmentación puede ayudar a identificar tendencia y cambios en el mercado. Este estudio concentra en determinar el perfil de los segmentos en dos grupos de consumidores para una línea de productos para mascotas (pets) – tiendas especializadas en servicios y productos para cuidado e higiene para mascotas y propietarios de estos animales. Estos mercados fueron segmentados en distintas bases, puesto que tienen necesidades distintas. En conclusión, la implementación de estrategias para alcanzar cada grupo de clientes debe considerar las diferencias señaladas.Dada a importância da segmentação como uma ferramenta para se competir em mercados exigentes, o presente estudo se concentra em identificar as diferenças resultantes da utilização da variável “benefícios procurados” como critério de segmentação de dois grupos de clientes de produtos para cuidado e higiene de animais domésticos: os consumidores individuais e as lojas especializadas em serviços e produtos para esses animais. O uso da mesma base identifica diferenças psicográficas importantes entre os dois mercado e aponta para a necessidade de se conceber e implementar estratégias distintas para se atingir cada grupo de clientes.Universidade Federal do Rio Grande do Sul2013-09-05info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionScientific Article;artículo científico;Avaliado pelos paresartigo científico;application/pdfhttps://seer.ufrgs.br/index.php/read/article/view/42404Electronic Review of Administration; Vol. 10 No. 3 (2004): Edição 39 - mai/jun 2004Revista Electrónica de Administración; Vol. 10 Núm. 3 (2004): Edição 39 - mai/jun 2004Revista Eletrônica de Administração; v. 10 n. 3 (2004): Edição 39 - mai/jun 20041413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/42404/26793Santos Soares, RaquelTornavoi de Carvalho, Dirceuinfo:eu-repo/semantics/openAccess2013-09-10T15:21:58Zoai:seer.ufrgs.br:article/42404Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2013-09-10T15:21:58REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv DIFFERENCES BETWEEN SEGMENTATION BASES FOR CONSUMER MARKETS OF A PET PRODUCT LINE
DIFERENCIAS ENTRE BASES DE SEGMENTACIÓN DE LOS MERCADOS CONSUMIDORES DE UMA LÍNEA DE PRODUCTOS PARA MASCOTAS
DIFERENÇAS ENTRE BASES DE SEGMENTAÇÃO DOS MERCADOS CONSUMIDORES DE UMA LINHA DE PRODUTOS PARA PETS
title DIFFERENCES BETWEEN SEGMENTATION BASES FOR CONSUMER MARKETS OF A PET PRODUCT LINE
spellingShingle DIFFERENCES BETWEEN SEGMENTATION BASES FOR CONSUMER MARKETS OF A PET PRODUCT LINE
Santos Soares, Raquel
market segmentation
consumer behavior
pet-shops
segmentación de mercado
conducta del consumidor
tiendas para mascotas (pet-shops)
Segmentação de mercado
comportamento do consumidor
pet-shops
title_short DIFFERENCES BETWEEN SEGMENTATION BASES FOR CONSUMER MARKETS OF A PET PRODUCT LINE
title_full DIFFERENCES BETWEEN SEGMENTATION BASES FOR CONSUMER MARKETS OF A PET PRODUCT LINE
title_fullStr DIFFERENCES BETWEEN SEGMENTATION BASES FOR CONSUMER MARKETS OF A PET PRODUCT LINE
title_full_unstemmed DIFFERENCES BETWEEN SEGMENTATION BASES FOR CONSUMER MARKETS OF A PET PRODUCT LINE
title_sort DIFFERENCES BETWEEN SEGMENTATION BASES FOR CONSUMER MARKETS OF A PET PRODUCT LINE
author Santos Soares, Raquel
author_facet Santos Soares, Raquel
Tornavoi de Carvalho, Dirceu
author_role author
author2 Tornavoi de Carvalho, Dirceu
author2_role author
dc.contributor.author.fl_str_mv Santos Soares, Raquel
Tornavoi de Carvalho, Dirceu
dc.subject.por.fl_str_mv market segmentation
consumer behavior
pet-shops
segmentación de mercado
conducta del consumidor
tiendas para mascotas (pet-shops)
Segmentação de mercado
comportamento do consumidor
pet-shops
topic market segmentation
consumer behavior
pet-shops
segmentación de mercado
conducta del consumidor
tiendas para mascotas (pet-shops)
Segmentação de mercado
comportamento do consumidor
pet-shops
description This article deals with the importance of segmentation as a tool for competition in an increasingly demanding market.  In addition, an analysis of segmentation may help identify trends and changes in the market. This study is concerned with defining the segment profile for two consumer groups of a pet product line – shops providing services and products for pet care and hygiene, and pet owners. These markets were segmented in different bases since they have different needs. To conclude, the implementation of strategies aimed at each group of clients should take into consideration such differences.
publishDate 2013
dc.date.none.fl_str_mv 2013-09-05
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Scientific Article;
artículo científico;
Avaliado pelos pares
artigo científico;
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/42404
url https://seer.ufrgs.br/index.php/read/article/view/42404
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/42404/26793
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
dc.source.none.fl_str_mv Electronic Review of Administration; Vol. 10 No. 3 (2004): Edição 39 - mai/jun 2004
Revista Electrónica de Administración; Vol. 10 Núm. 3 (2004): Edição 39 - mai/jun 2004
Revista Eletrônica de Administração; v. 10 n. 3 (2004): Edição 39 - mai/jun 2004
1413-2311
1980-4164
reponame:REAd (Porto Alegre. Online)
instname:Universidade Federal do Rio Grande do Sul (UFRGS)
instacron:UFRGS
instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
institution UFRGS
reponame_str REAd (Porto Alegre. Online)
collection REAd (Porto Alegre. Online)
repository.name.fl_str_mv REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv ea_read@ufrgs.br
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