Market segmentation: a proposed methodology for associating clients and products in the real estate market
This article proposes a new methodology to analyze market segmentation. Chi-Square Automatic Interaction Detection (CHAID) technique and the proposed approach allow to directly associate consumers and dwelling products, providing support for decision-making related to marketing strategies. An empiri...
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ANTAC - Associação Nacional de Tecnologia do Ambiente Construído
2008
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| Acceso en liña: | https://seer.ufrgs.br/ambienteconstruido/article/view/5181 |
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ojs-article-51812008-12-30T00:21:20Z Market segmentation: a proposed methodology for associating clients and products in the real estate market Segmentação de mercado: proposta de uma metodologia de associação entre clientes e produtos no contexto do mercado imobiliário Freitas, Ana Augusta Ferreira de Heineck, Luiz Fernando Mählmann segmentação de mercado; mercado imobiliário; CHAID This article proposes a new methodology to analyze market segmentation. Chi-Square Automatic Interaction Detection (CHAID) technique and the proposed approach allow to directly associate consumers and dwelling products, providing support for decision-making related to marketing strategies. An empirical example is analyzed using a database, which contains data obtained in interviews with around 3000 prospective clients while searching for a new home. The statistical association between the two groups, resulting from the application of the proposed methodology, provides more useful results than those previously reported in the literature. O presente trabalho tem como objetivo propor uma metodologia para análise de segmentação de mercado. A técnica utilizada para segmentar o mercado, Chi-Square Automatic Interaction Detection (CHAID), e a abordagem proposta permitem que a associação direta entre produtos e perfis seja feita de modo a dar suporte às decisões relacionadas às estratégias de marketing de maneira inovadora, à medida que consideram a associação entre estes de maneira direta. Uma ilustração da proposta é desenvolvida com base em um banco de dados contendo cerca de 3000 entrevistas com potenciais clientes do mercado imobiliário. Neste caso, a associação entre imóveis e famílias, fruto da aplicação da técnica e da metodologia proposta, traz resultados que se mostram muito mais úteis do que os relatados pela literatura existente sobre o assunto. ANTAC - Associação Nacional de Tecnologia do Ambiente Construído 2008-10-28 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://seer.ufrgs.br/ambienteconstruido/article/view/5181 Ambiente Construído; v. 8, n. 3 (2008); 37-49 Ambiente Construído; v. 8, n. 3 (2008); 37-49 Ambiente Construído; v. 8, n. 3 (2008); 37-49 1678-8621 1415-8876 por https://seer.ufrgs.br/ambienteconstruido/article/view/5181/4309 Direitos autorais 2016 Ambiente Construído https://creativecommons.org/licenses/by/4.0 |
| institution |
Universidade Federal do Rio Grande do Sul |
| collection |
OJS |
| language |
por |
| format |
Online |
| author |
Freitas, Ana Augusta Ferreira de Heineck, Luiz Fernando Mählmann |
| spellingShingle |
Freitas, Ana Augusta Ferreira de Heineck, Luiz Fernando Mählmann Market segmentation: a proposed methodology for associating clients and products in the real estate market |
| author_facet |
Freitas, Ana Augusta Ferreira de Heineck, Luiz Fernando Mählmann |
| author_sort |
Freitas, Ana Augusta Ferreira de |
| title |
Market segmentation: a proposed methodology for associating clients and products in the real estate market |
| title_short |
Market segmentation: a proposed methodology for associating clients and products in the real estate market |
| title_full |
Market segmentation: a proposed methodology for associating clients and products in the real estate market |
| title_fullStr |
Market segmentation: a proposed methodology for associating clients and products in the real estate market |
| title_full_unstemmed |
Market segmentation: a proposed methodology for associating clients and products in the real estate market |
| title_sort |
market segmentation: a proposed methodology for associating clients and products in the real estate market |
| description |
This article proposes a new methodology to analyze market segmentation. Chi-Square Automatic Interaction Detection (CHAID) technique and the proposed approach allow to directly associate consumers and dwelling products, providing support for decision-making related to marketing strategies. An empirical example is analyzed using a database, which contains data obtained in interviews with around 3000 prospective clients while searching for a new home. The statistical association between the two groups, resulting from the application of the proposed methodology, provides more useful results than those previously reported in the literature. |
| publisher |
ANTAC - Associação Nacional de Tecnologia do Ambiente Construído |
| publishDate |
2008 |
| url |
https://seer.ufrgs.br/ambienteconstruido/article/view/5181 |
| work_keys_str_mv |
AT freitasanaaugustaferreirade marketsegmentationaproposedmethodologyforassociatingclientsandproductsintherealestatemarket AT heineckluizfernandomahlmann marketsegmentationaproposedmethodologyforassociatingclientsandproductsintherealestatemarket AT freitasanaaugustaferreirade segmentacaodemercadopropostadeumametodologiadeassociacaoentreclienteseprodutosnocontextodomercadoimobiliario AT heineckluizfernandomahlmann segmentacaodemercadopropostadeumametodologiadeassociacaoentreclienteseprodutosnocontextodomercadoimobiliario |
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