O uso de coortes em segmentação de marketing

ARTIGOS

O uso de coortes em segmentação de marketing

Ana Akemi Ikeda^I; Marcos Cortez Campomar^II; Beatriz de Castro Sebastião Pereira^III

^IProfª FEA/USP

^IIProf. FEA/USP

^IIIMestranda FEA/USP

RESUMO

O mercado de consumo é caracterizado por mudanças expressivas, principalmente no que diz respeito ao atendimento mais individualizado, preocupação expressada por esforços em desenvolver novas bases de segmentação para aumentar a eficácia das ações de marketing. Uma base de segmentação ainda pouco utilizada é a por coortes, a qual busca identificar grupos que passaram pelos mesmos eventos externos na passagem para a maioridade. Apesar do forte fator demográfico (idade), a segmentação por coortes é do tipo psicográfica já que visa à identificação de valores. O objetivo deste artigo é explorar o conceito de coorte como forma de segmentação de mercado em marketing e sua aplicação nas decisões de marketing. O método empregado neste ensaio é o levantamento bibliográfico de caráter descritivo e analítico. Conclui-se que o método ainda é pouco utilizado, mas que pode gerar contribuições importantes em marketing se os esforços necessários para sua aplicação forem empreendidos.

ABSTRACT

The consumer market is characterized by structural changes, mainly related to more individualized offers, a company’s concern expressed in the efforts to develop new segmentation techniques to improve the effectiveness of marketing actions. A good form of segmentation is the cohorts, which identifies people that passed through the same extern events in the coming of age phase. This time of life is the one that most influences the formation of values, beliefs and attitudes, that have a tendency to stability throughout life. Despite the strong demographic factor (age), cohort segmentation is psychografic, as it aims to identify values. This article objects to explore the cohort concept as a segmentation form, as well as its application in marketing decisions. The method used on this essay is a descriptive and analytical literature research. The main conclusions are that cohort segmentation is still few used, although it can generate important contributions in marketing if the required efforts to its application are taken.

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Datas de Publicação

• Publicação nesta coleção
  22 Out 2014
• Data do Fascículo
  Mar 2008