Modelo para segmentação por benefícios de consumidores bancários pessoas físicas: uma aplicação em São Paulo – SP / Model of segmentation of individual banking consumers using customer desired benefits: a study in São Paulo – SP

AUTOR(ES)
DATA DE PUBLICAÇÃO

2005

RESUMO

This study develops and tests a model of segmentation of individual banking consumers using customer desired benefits. For that purpose, it first investigates the determinant attributes used by individuals when choosing a commercial bank to open a new current account, from an extensive review of literature on the subject. The identification of the determinance of the attributes in the model is obtained from a combination of its perceived importance and its degree of differentiation perceived among market offers. The research methodology used in the application of the model uses a quantitative approach based on a collection of primary data within a non-probabilistic sample of banking customers in São Paulo. The analysis of data foreseen in the model and applied to this research uses the statistical technique of Factor Analysis to reduce the set of researched attributes to factors that stand for desired benefits, followed by Hierarquical and K-Means Cluster Analysis to group the respondents in terms of benefits and demography. As considered in the model, due to impossibility of direct demographic description of respondents within benefit segments, the analysis of data finally results in segments of 1st and 2nd order, a priori and post hoc respectively. The final study analysis validates the model in the light of its objectives and the generally accepted requirements for an efficient segmentation process and concludes for its applicability and utility to marketing practitioners of financial sector and to the Academy members.

ASSUNTO(S)

1 marketing 2 marketing bancário 3 comportamento do consumidor 1 marketing 2 bank marketing 3 consumer behavior

ACESSO AO ARTIGO

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