Market segmentation: a proposed methodology for associating clients and products in the real estate market
Keywords:
segmentação de mercado, mercado imobiliário, CHAIDAbstract
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.Downloads
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ISSN 1678-8621
