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Doctoral Thesis
DOI
Document
Author
Full name
Francisco Carlos Barbosa dos Santos
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2019
Supervisor
Committee
Campomar, Marcos Cortez (President)
Carmo, Heron Carlos Esvael do
Lima, Afonso Carneiro
Toledo, Geraldo Luciano
Title in Portuguese
Segmentação do mercado automobilístico brasileiro por meio de Coortes
Keywords in Portuguese
Comportamento do consumidor
Coortes
Marketing
Abstract in Portuguese
O problema da segmentação de mercado é um tema muito estudado. Procura-se entender como o consumidor se comporta e assim colocá-los em grupos de tal forma que se possam maximizar os retornos sobre as estratégias de marketing. Este é um desafio em qualquer segmento. A indústria automobilística brasileira aparentemente se utiliza sempre das mesmas estratégias de marketing, não se diferenciando entre elas. Neste sentido, a presente tese, procurou avaliar se a segmentação por coortes era conhecida na indústria automobilística e, se era aplicada como ferramenta de segmentação. Além disto, foi avaliado com os entrevistados se eles perceberam o surgimento de novas coortes a partir dos anos 2000 e como eles se preparariam para este novo consumidor. Foi observado através da análise das entrevistas que as empresas automotivas seguem um isomorfismo mimético quando das estratégias de marketing, convergindo assim todas para um mesmo modelo. Estudos de mercado são comprados e muitas vezes vindos da matriz para as filiais, não refletindo exatamente o comportamento do consumidor do Brasil. Segundo os entrevistados existem duas novas coortes após o ano 2000. A coorte dos millenials no Brasil, tem diferenças comportamentais em relação à compra de um automóvel quando comparado com a literatura mundial, porém é uma coorte já existente e dada pela literatura. Assim foram conceituadas duas novas coortes no sentido de comportamento de compra de um automóvel, segundo os entrevistados da indústria automotiva brasileira.
Title in English
Segmentation of brazilian automotive market by cohorts
Keywords in English
Cohorts
Consumer behavior
Marketing
Abstract in English
The problem of market segmentation is a well-studied topic. It seeks to understand how the consumer behaves and thus put them into groups in such a way that they can maximize the returns on the marketing strategies. This is a challenge in any segment. The Brazilian automobile industry apparently always uses the same marketing strategies, not differentiating between them. In this sense, the present thesis sought to evaluate if the segmentation by cohorts was known in the automobile industry and if it was applied as a segmentation tool. In addition, it was evaluated with the interviewees if they perceived the emergence of new cohorts from the 2000s and how they would prepare for this new consumer. It was observed through the analysis of the interviews that the automotive companies follow a mimetic isomorphism when of the marketing strategies, converging all for the same model. Market studies are bought and often come from the parent company to the subsidiaries, not reflecting exactly the consumer behavior of Brazil. According to the interviewees there are two new cohorts after the year 2000. The cohort of millenials in Brazil, has behavioral differences in relation to the purchase of a car when compared to the world literature, but is an already existing cohort and given in the literature. Thus two new cohorts were conceptualized in the sense of buying behavior of an automobile, according to the interviewees of the Brazilian automotive industry.
 
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OriginalFrancisco.pdf (2.25 Mbytes)
Publishing Date
2019-10-31
 
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