Abstract
An important segmentation basis used by firms is related to consumers’ personal values which are investigated in this study. It was used a descriptive research with the survey method of data collection in a sample of executives from Sao Paulo who are considered to be potential buyers of high value and innovative goods. An exploratory factor analysis was employed in order to reduce the values scale used and a cluster analysis was performed to identify the groups of executives according to the importance attached to different personal values. Concluding, it was observed that there was a similarity among the three personal values dimensions, named as Civility (concerns about having a good conduct before society according to social rules of interaction), Self-Direction (intellectual aspects and practical orientation in their conducts) and Conformity (restriction of actions, inclinations and impulses, that are likely to harm others and would violate expectations) and the ones reported in the theory Rokeach’s theory about instrumental personal values. Furthermore, three groups of executives were identified (good conduct group, low restriction group and high restriction group). The differences observed in the importance of personal values here presented by the dimensions called Civility, Self-Direction and Conformity can lead to different buying behaviors and product preferences. From the results found in this study, the companies could adapt their current and new products offers, as well as their communication, in order to better serve these segments of executives from Sao Paulo. Key words: Marketing. Strategy. Segmentation. Culture. Personal values.
Highlights
Civility, Self-Direction and Conformity can lead to different buying behaviors and product preferences
Se comprobó que había una similitud entre las tres dimensiones de valores personales encontradas y denominadas: Civilidad, Autodirección y Conformidad y las observadas en la teoría sobre valores personales instrumentales de Rokeach
The environmental values of potential ecotourists: a segmentation study
Summary
Para Hooley, Saunders e Piercy (2005), a segmentação estratégica relaciona-se com a função gerencial de definir as intenções estratégicas e a missão corporativa, com base nos usos do bem físico ou serviço e nos benefícios para o cliente. Já para Sheth, Mittal e Newman (2001), as bases para identificarem-se segmentos de mercado podem ser agrupadas em três categorias: segmentação por uso (relacionada ao uso do produto), segmentação demográfica (identifica subgrupos de clientes com base em suas características descritivas como idade, sexo, classe social). Os valores pessoais dos consumidores podem ser utilizados como uma base para a segmentação de mercados, assim como para enriquecer a descrição de segmentos definidos por meio de outros critérios, uma vez que atuam como padrões que guiam as escolhas, crenças, atitudes e ações dos consumidores. Considerando as etapas do processo de segmentação estratégica, Anderson e Vincze (2000) completam a sequência de atividades, incluindo as etapas de seleção de segmento a ser servido, determinação da estratégia de posicionamento do produto e projeto e implementação do programa de marketing. A seguir, são abordados em mais detalhes, os conceitos relacionados aos valores pessoais, base de segmentação estudada neste artigo
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