DIFFERENCES BETWEEN SEGMENTATION BASES FOR CONSUMER MARKETS OF A PET PRODUCT LINE

Authors

  • Raquel Santos Soares Universidade de São Paulo - Ribeirão Preto, SP
  • Dirceu Tornavoi de Carvalho Universidade de São Paulo - Ribeirão Preto, SP

Keywords:

market segmentation, consumer behavior, pet-shops,

Abstract

This article deals with the importance of segmentation as a tool for competition in an increasingly demanding market.  In addition, an analysis of segmentation may help identify trends and changes in the market. This study is concerned with defining the segment profile for two consumer groups of a pet product line – shops providing services and products for pet care and hygiene, and pet owners. These markets were segmented in different bases since they have different needs. To conclude, the implementation of strategies aimed at each group of clients should take into consideration such differences.

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Published

2013-09-05

How to Cite

Santos Soares, R., & Tornavoi de Carvalho, D. (2013). DIFFERENCES BETWEEN SEGMENTATION BASES FOR CONSUMER MARKETS OF A PET PRODUCT LINE. Electronic Review of Administration, 10(3). Retrieved from https://seer.ufrgs.br/index.php/read/article/view/42404

Issue

Vol. 10 No. 3 (2004): Edição 39 - mai/jun 2004

Section

Articles

License

 

The author holds authorship rights, and authorizes REAd to publish the article on its website or in printed editions, not implying the payment of copyright or any other fee to the authors, and certifies that this article has not been published, to date, in any Brazilian journal.