Market segmentation: a proposed methodology for associating clients and products in the real estate market

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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Autori principali:	Freitas, Ana Augusta Ferreira de, Heineck, Luiz Fernando Mählmann
Natura:	Online
Lingua:	por
Pubblicazione:	ANTAC - Associação Nacional de Tecnologia do Ambiente Construído 2008
Accesso online:	https://seer.ufrgs.br/ambienteconstruido/article/view/5181
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