Embora o orçamento familiar e os padrões de consumo das famílias sejam importantes para a compreensão da realidade da população brasileira, os estudos qualitativos e quantitativos dedicados ao entendimento de ambos não existem em grande quantidade no Brasil, o que é um limitante para a consolidação da literatura nacional sobre o assunto. Neste sentido, o presente trabalho utiliza-se do orçamento familiar como uma variável de segmentação aplicada às famílias Endividadas e Positivas, oferecendo comparações no que tange aos padrões de consumo dos segmentos obtidos. Cabe ressaltar que o orçamento familiar neste estudo é composto por 17 categorias de despesa não discricionárias, como \"Alimentação dentro do lar\" e \"Habitação\" e categorias de despesa discricionárias, como \"Lazer\" e \"Educação\". Sendo assim, a segmentação é realizada por meio da análise de cluster, o que permite que as famílias de ambos os grupos se agrupem em segmentos. Tal análise considera dados de orçamento familiar oferecidos pela Kantar WorldPanel (ano 2016), que dizem respeito a 4790 famílias Endividadas (2409) e Positivas (2381). Como resultado da análise, obtêm-se nove segmentos, cinco referentes ao grupo de famílias Endividadas (Caseiros, Sobreviventes, Bem estar, Automotores e Pagadores de Empréstimos) e quatro referentes ao grupo de famílias Positivas (Caseiros, Sobreviventes, Bem Estar, Automotores e Pagadores de Empréstimo). O segmento Caseiros tem como categoria de despesa que mais compromete o orçamento a \"Habitação\"; o segmento Sobreviventes a categoria \"Alimentação dentro do lar\"; o segmento Bem estar possui gastos acima da média com categorias discricionárias como \"Lazer\" e \"Educação\"; o segmento Automotores apresenta grande parte do orçamento comprometido com a categoria \"Transporte\" e o segmento Pagadores de Empréstimos, existente apenas no grupo Endividados, compromete grande parte de seu orçamento com a categoria \"Serviços Financeiros\". Dado esses segmentos, o estudo ainda reúne esforços no sentido de identificar quais despesas melhor discriminam o orçamento de ambos os grupos e, como resultado, tem-se que o orçamento do grupo Endividado é melhor discriminado por despesas com \"Habitação\" e \"Transporte\", enquanto o do grupo Positivo é melhor discriminado por despesas com \"Alimentação dentro do lar\" e \"Habitação\". Calcula-se ainda a elasticidade renda da despesa para cada um dos segmentos, verificando sua sensibilidade às 17 categorias de despesa estudadas. Verifica-se que os positivos se apresentam muito sensíveis a algumas categorias, enquanto que os Endividados se apresentam pouco sensíveis a todas as categorias. Visto isso, este estudo oferece com contribuição teórica a consolidação do uso do orçamento familiar como variável de segmentação e, como contribuição gerencial, o detalhamento do orçamento de cada segmento a ser explorado pela iniciativa privada. Futuros estudos podem replicar este mesmo estudo realizando um recorte regional ou, ainda, fazendo o uso dos dados extrapolados para a população brasileira. / Although familiar budget and household consumption patterns are very important for understanding Brazilian population reality, qualitative and quantitative studies dedicated to the understand both are still scarce in national scenarium, which is a limitation for the consolidation of Brazilian literature on the subject. So, this work uses familiar budget as a segmentation variable in order to segment Indebted and Positive families, offering comparisons regarding consumption patterns of the obtained segments. It should be noted that, for this study, familiar budget is composed by 17 consumption categories, including non-discretionary expenditure, such as \"Food consumption inside house\" and \"Housing\" and also discretionary expenditure categories, such as \"Leisure\" and \"Education\". Thus, segmentation is performed through cluster analysis, which allocate Indebted and Positive families into segments. This analysis uses familiar budget data offered by Kantar WorldPanel, which considers 4790 families (Indebted - 2409; Positive - 2381). As this analysis application results on nine segments, five refers to Indebted families (Homeowners, Survivors, Welfare, Motorists and Loans Payors) and four refers to Positive families (Homeowners, Survivors, Welfare and Motorists). For Homeowners segment \"Housing\" is the most important expenditure; for Survivors segment \"Food consumption inside house\" is the most important; Wellness segment has above-average expenses with discretionary categories such as \"Leisure\" and \"Education\"; Automotive segment has a large part of their budget committed with \"Transport\" category and Payors of Loans, that only exists for Indebted group, spend much money on \"Financial Services\". This study still makes efforts in order to identify which expenses better discriminate familiar budget from both groups and, as a result, it has been seen that Indebted group familiar budget is better discriminated by \"Housing\" and \"Transportation\" expenses, while Positive group is better discriminated by \"Food inside the house\" and \"Housing\" expenses. Moreover, income elasticity of the expenditure for each of the segments is calculated, verifying each segment sensitivity to each of the 17 expenditure categories. It can be seen that Positives are very sensitive to some categories, while Indebted are not very sensitive to all categories. This study offers as theoretical contribution the consolidation familiar budget as a segmentation variable and, as managerial contribution, familiar budget details of each segment to be explored by companies. Future studies may replicate this same study by making a regional approach or using extrapolated data for Brazilian population.

Labor market indicators such as unemployment and labor force participation show a significant amount of heterogeneity across demographic groups, which is often not incorporated in monetary policy analysis. This dissertation is composed of three essays that explore the effect of labor market heterogeneity on the design and conduct of monetary policy. The first chapter, <b>Effect of Monetary Policy Shocks on Labor Market Outcomes</b>, studies this question empirically by looking at dynamics of macroeconomic outcomes to a monetary policy shock. I construct a measure of monetary policy shock using narrative methods that represent the unanticipatory changes in policy. Impulse response of unemployment rates for high and low-skill workers show low-skill workers bear a greater burden of contractionary monetary policy shock. Their unemployment rates increase by almost four times that of the high-skill group. Even though we see differences in dynamic response of unemployment rates, the empirical analysis shows some puzzling results where effects of contractionary shock are expansionary in nature. Moreover, these results are plagued by the “recursiveness assumption” that the shock does not affect current output and prices, which is at odds with theoretical models in the New Keynesian literature. In the second chapter, <b>Skill Heterogeneity in an Estimated DSGE Model</b>, I use a structural model to better identify these shocks and study dynamic responses of outcomes to economic shocks. I build a dynamic stochastic general equilibrium model, which captures skill heterogeneity in the U.S. labor market. I use Bayesian estimation techniques with data on unemployment and wages to obtain distribution of key parameters of the model. Low-skilled workers have a higher elasticity of labor supply and labor demand, contributing to the flatness of the wage Phillips curve estimated using aggregate data. A contractionary monetary policy shock has immediate effects on output and prices, lowering both output and inflation. Moreover, it increases unemployment rates for both high and low-skill groups, the magnitude being larger for the latter group. The presence of labor market heterogeneity will have new implications for the design of monetary policy, that I study in the third chapter, <b>Optimal Monetary Policy with Skill Heterogeneity</b>. I design an optimal policy for the central bank where policymakers respond to the different inflation-unemployment trade-off between high and low-skill workers. The monetary authority must strike a balance between stabilization of inflation, GDP and outcomes of high and low-skill workers separately. This optimal policy can be implemented by a simple interest rate rule with unemployment rates for high and low-skill workers and this policy is welfare improving.

La presente investigación tiene como objetivo principal determinar y analizar los beneficios valorados de los consumidores de cerveza artesanal que viven en Lima Moderna. Para la presente tesis se realizó una investigación cualitativa que consistió en 4 entrevistas en profundidad y un mini focus group y además se una investigación cuantitativa a través de 377 encuestas aplicadas a la población objetivo. En el capítulo 1 se presenta el marco teórico utilizado en la investigación, el cual incluye los antecedentes (estudios relacionados al mercado de cerveza artesanal en Perú y en el mundo), el marco conceptual e información del mercado de cerveza artesanal. En el capítulo 2, se plantea el problema de investigación, las hipótesis, los objetivos principales de la investigación y la justificación de la elección del tema. El capítulo 3 describe el público objetivo y las metodologías utilizada para realizar la investigación. En el capítulo 4 se presenta el análisis de la investigación, el cual está alineado a los objetivos y las hipótesis planteadas en el capítulo 2. Se pudo concluir que los beneficios valorados más importantes para a los consumidores de cerveza artesanal peruana en Lima Moderna son disfrutar de la experiencia sensorial y disfrutar de la experiencia de prueba. Además, el beneficio de autoexpresión surge como la principal variable para segmentar el mercado. En la última parte de la investigación se presentan las referencias bibliográficas utilizadas para la elaboración de la investigación así como los anexos. / The main objective of this research is to determine and analyze the valued benefits of craft beer consumers living in Modern Lima. For the present thesis, a qualitative research was carried out that consisted of 4 in-depth interviews and a mini focus group and also a quantitative research through 377 surveys applied to the target population. Chapter 1 presents the theoretical framework used in the research, which includes the background (studies related to the craft beer market in Peru and the world), the conceptual framework and the panorama of the craft beer industry in Latin America and in the world. In chapter 2, the research problem, the hypotheses, the main objectives of the research and the justification of the choice of topic are presented. Chapter 3 describes the target audience and the methodologies used to conduct the research. Chapter 4 presents the analysis of the research, which is aligned to the objectives and hypotheses set out in chapter 2. It was concluded that the most important valued benefits for consumers of Peruvian craft beer in Modern Lima are to enjoy the sensory experience and enjoy the test experience. In addition, the benefit of self-expression emerges as the main variable to segment the market. The findings coincide with the concepts and trends described in the theoretical framework. In the last part of the investigation, the bibliographic references and the annexes are presented. / Tesis

Realizaram-se dois experimentos, em condições de campo, com os objetivos de (a) determinar o efeito de sistemas de condução de plantas e de tutoramento sobre a produção e seus componentes em híbridos de tomate de mesa de hábito de crescimento indeterminado dos segmentos Salada Longa Vida (SLV) e Santa Cruz (SC) (Experimento 1), e (b) avaliar o efeito do espaçamento entre plantas no sistema de condução com uma única haste tutorada com fitilho sobre a produção e seus componentes para híbridos do segmento SLV (Experimento 2). No experimento 1 adotou-se o delineamento em blocos ao acaso com os tratamentos em esquema fatorial 5 x 2, e quatro repetições, sendo avaliados três híbridos SLV e dois SC em dois sistemas de condução de plantas. No experimento 2, o delineamento utilizado também foi em blocos ao acaso, com os tratamentos em esquema fatorial 2 x 4, e quatro repetições, avaliando-se dois híbridos SLV. Os experimentos foram conduzidos em Itatiba, SP, de julho de 2007 a janeiro de 2008, e de janeiro a julho de 2009. Foram consideradas todas as plantas de cada parcela e avaliaram-se o número total frutos (NTF), a produção total por parcela (PTP), a massa de frutos descartados (MFD), o número de frutos comerciais (NFC), a produção comercial (PCO), a produção por planta (PPP), a massa média dos frutos (MMF), a massa de frutos comercializáveis nas classes AAA, AA e A, para ambos os grupos varietais, bem com o número de frutos com rachaduras radiais (RAD), com rachaduras concêntricas (CON), com lóculo aberto (LAB), manchados (MAN), ocos (OCO) e deformados (DEF). O sistema de condução de plantas com duas hastes tutoradas com bambu proporcionou incremento de NTF, NFC e PPP, para ambos os segmentos em comparação à condução de uma única planta por cova com uma haste tutorada com fitilho. O sistema de condução com bambu, para ambos os segmentos, proporcionou menor MMF e a massa de frutos das classes AAA e A também foi menor em relação ao sistema com fitilho. O híbrido Forty mostrou menor MFD devido ao menor MAN no sistema de condução com bambu. Não houve diferença entre os dois sistemas de condução para PTP, PCO, LAB e a massa de frutos da classe AA, para os dois segmentos de mercado. No experimento 2, não houve diferença entre os híbridos estudados nas diferentes densidades de plantio para produção e para a maioria de seus componentes, exceto para PPP, onde Forty superou Valenty, e para MFD, em que Valenty superou Forty devido a maior freqüência de LAB. O menor espaçamento entre plantas proporcionou maior NTF, PTP, NFC, PCO e massa de frutos das classes AA e A para ambos os híbridos, bem como menor MFD, PPP, MMF, massa de frutos da classe AAA e número de frutos com RAD e MAN para ambos os híbridos. O maior espaçamento entre plantas contribuiu para menor ocorrência de frutos com LAB para ambos os híbridos. / Two experiments were conducted under field conditions with the objectives of (a) determining the effect of training and staking systems of plants on yield potential and yield components of fresh market tomato hybrids of indeterminate growth habit of varietal segments Salad Extended Shelf Life (SLV) and Santa Cruz (SC) (Experiment 1), and (b) evaluating the effect of spacing between plants in the single-stem training system with polypropylene wire on yield and yield components for hybrids of segment SLV (Experiment 2). In experiment 1 it was adopted the randomized block design with the treatments in a 5 x 2 factorial scheme, and four replications, being evaluated three SLV hybrids and two SC hybrids in two systems of plant training. In experiment 2, the experimental design used was also randomized blocks with the treatments in a 2 x 4 factorial scheme, and four replications, being evaluated two SLV hybrids. The experiments were conducted in Itatiba, SP, from July 2007 to January 2008, and from January to July 2009. All plants of each plot were considered and the total number of fruits (NTF), the total production per plot (PTP), the mass of discarded fruits (MFD), the number of commercial fruits (NFC), the commercial production (PCO), the production per plant (PPP), the average mass of fruits (MMF) and the marketable fruit mass of classes AAA, AA and A, for both segments were evaluated, as well as the number of fruits with radial cracking (RAD), concentric cracking (CON), open locules with exposed seed (LAB), blotchy appearance (MAN), puffiness (OCO), and deformed (DEF). It was found that, the training system with one plant per hole, conducted with two stems staked with bamboo, provided increment of NTF, NFC and PPP, for both segments in comparison to the system of a single plant per hole with one stem trained with a propylene wire. The staking system with bamboo, for both segments, provided a smaller MMF and the mass of fruits of classes AAA and A was also lower in relation to the system with a propylene wire. The hybrid Forty showed lower MFD due to lower MAN in the staking system with bamboo. It was not found any difference between the two handling systems for PTP, PCO, LAB and for the mass of the fruits of class AA, for the two market segments. In experiment 2, there was no difference between the hybrids studied in different planting densities for production and for the majority of its components, except for PPP, in which Forty was shown to be superior than Valenty, and for MFD, in which Valenty exceeded Forty due to the greater frequency of LAB. The smaller spacing between plants provided larger NTF, PTP, NFC, PCO, and a mass of the fruits of classes AA and A for both hybrids, as well as a smaller MFD, PPP, MMF, a mass of fruits class AAA, and also a lower number of fruits with RAD and MAN for both hybrids. It was also found that, for both hybrids, under wider spacing between plants the occurrence of fruits with LAB significantly decreased.

De acordo com empresários do setor agropecuário, em 2014, dos 40 milhões de cabeças abatidas no Brasil, apenas cerca de 2%, ou seja, 800 mil cabeças foram direcionadas para o mercado de produtos gourmet. No entanto, este é um mercado em expansão e, segundo especialistas do setor, é esperado que a participação deste nicho alcance cerca de 5% do total abatido nos próximos anos, o que significa uma taxa de crescimento de aproximadamente 250% para o setor (CAVALCANTI, 2015). Neste sentido, este trabalho objetivou estudar a percepção do consumidor de carnes especiais de alto valor agregado na cidade de Ribeirão Preto (interior do Estado de São Paulo), bem como os serviços oferecidos em estabelecimentos específicos e diferenciados de varejo (também conhecidos como \"açougues gourmet\"). Com consumidores cada vez mais exigentes e preocupados com os atributos oferecidos em relação ao produto consumido, e um mercado em plena expansão, a cadeia da carne bovina deve se organizar para enfrentar o desafio de transformar o produto hoje vendido como \"commodities\", em um produto diferenciado com alto valor agregado percebido pelos seus clientes. Para tanto, se faz necessário que o mercado se utilize de estratégias de marketing focada na segmentação dos clientes, produtos diferenciados e marcas próprias, além de proporcionar ao consumidor uma experiência inesquecível dentro do ponto de venda durante a compra e depois no momento do consumo. Sendo assim, para que ao final deste trabalho se tenha conseguido demonstrar qual a percepção do consumidor ribeirão-pretano quanto a carne gourmet, foram realizadas 158 entrevistas dentro de 4 boutiques de carne da cidade de Ribeirão Preto - SP, possibilitando revelar o perfil socioeconômico dos consumidores, bem como os atributos, serviços e cortes de carne gourmet preferidos pelos respondentes. / According to agribusiness, in 2014, of the 40 million heads slaughtered in Brazil, only about 2%, that is, 800 thousand heads were directed to the market of gourmet products. However, this is an expanding market and, according to industry experts, the share of this niche is expected to reach about 5% of the total slaughtered in the coming years, which means a growth rate of approximately 250% for the sector (CAVALCANTI, 2015). In this sense, the objective of this study is to study the consumer perception of high value-added specialty meats in the city of Ribeirão Preto (interior of the State of São Paulo), as well as the services offered in specific and differentiated retail establishments (also known as \"Gourmet butchers\"). With consumers increasingly demanding and concerned about the attributes offered in relation to the product consumed, and a market in full expansion, the beef chain must organize itself to face the challenge of transforming the product now sold as commodities, into a differentiated product with high added value perceived by its customers. To do so, it is necessary for the market to use marketing strategies focused on the segmentation of customers, differentiated products and own brands, as well as providing the consumer with an unforgettable experience inside the point of sale during the purchase and then at the time of consumption. Therefore, in order to demonstrate the consumers\' perception of gourmet meat, 158 interviews were carried out in 4 beef boutiques in the city of Ribeirão Preto, SP, in order to reveal the socioeconomic profile of consumers, as well as the gourmet attributes, services, and cuts preferred by respondents.

This diploma thesis focuses on holiday buying behavior of residents of South Bohemia. The aim of the diploma thesis was to analyse and evaluate buying behavior of residents of the Region of South Bohemia during holiday planning and the holiday itself and to give recommendations to businesses working in tourism. First, terms concerning tourism, buying behavior, market segmentation and marketing research are explained in the theoretical part. Thereafter marketing research was conducted to gain the necessary data by questionnaire. The questionnaire results were converted into charts and graphs in Microsoft Excel and described in the practical part. The presented hypotheses were accepted or rejected on the basis of the evaluation of the received data in Microsoft Excel and the statistical program Statistica. The data analysis of the questionnaire and statistically significant differences served as the basis for summarising recommendations for businesses in the tourist sector focusing on single segments in the holiday market.

The thesis is focused on the analysis of buying behaviour during the selection of a holiday and during the holiday of the Vysočina Region inhabitants in 2019. The thesis has two basic parts, the theoretical and practical part. The theoretical part explains the issues of tourism, shopping behaviour, marketing research and market segmentation. This information was obtained from professional literature and scientific articles. In the practical part, a questionnaire survey was conducted at Vysočina region. It was followed by the interpretation of the results and an evaluation of hypotheses. Based on the results of the questionnaire survey, individual segments of consumers were determined, in terms of gender, age groups and highest educational attainment. Trends in buying behaviour during the selection of holiday were then identified for these segments. The last step was the elaboration of proposals and recommendations for business subjects of tourism.

The environmental impacts of air travel have become more prominent. Governments and environmental groups have increasingly focussed on the effect that air transport has on the environment, and airlines have started to respond to the increasing awareness of their environmental impacts. The aim of this research is to develop an understanding of how leisure air travellers perceive the environmental marketing mix of airlines. Resource-Advantage Theory is used to analyse green marketing in the airline sector. This theory will be extended to the airline sector by establishing green market segments, analysing green brand images among air travellers and evaluating Market-Orientation Strategy. The data for this research stems from a large, quantitative survey conducted at Liverpool John Lennon Airport. Using attitudinal and behavioural variables, five leisure air travel segments are identified. Some market segments perceive certain marketing initiatives as more effective in addressing the environmental impact of air transport than others and are also more likely to take up certain initiatives. Segmenting the market enables airlines to use their green marketing mix in a more targeted way. Many passengers differentiate airlines based on their environmental image. Some airlines are perceived as more environmentally-friendly than others. Yet, the business model does not affect the environmental image, while having flown with an airline has a positive impact on green image in many cases. Green communication is key for airlines, as actual environmental efficiency does not affect the eco-positioning of the airline. Yet it is important that any environmental claims are substantiated, as environmental groups and government regulators might address these otherwise. Three case studies (Virgin Atlantic, easyJet and Flybe) discuss that while all three airlines have applied a green marketing mix, only two (Virgin Atlantic and easyJet) are able to benefit from this in their environmental image. The thesis addresses the importance and relevance of Resource-Advantage Theory in airline marketing research. This theory proves to be an appropriate and necessary underpinning for green airline marketing, an area that has received little attention in theory application. The theory can be used to explain why green marketing segments can be identified in airline leisure markets and why airlines should adopt a green marketing mix to enhance their green brand-equity. These aspects are supported by the data collected and analysed. The research shows that an understanding of passenger perceptions with regard to green marketing is highly relevant for airline marketing managers, in order for them to establish a successful green marketing mix.

Este trabalho teve como objetivo principal identificar as estratégias de segmentação e posicionamento que são apresentadas na literatura de marketing e verificar se as empresas focadas no mercado infantil seguem as sugestões da literatura. Para atingir esse objetivo algumas etapas foram transpostas. Primeiramente foi conduzida uma revisão teórica buscando responder ao problema de pesquisa colocado. A revisão teórica focou nos conceitos de segmentação de mercado, posicionamento e consumo infantil. Esse primeiro esforço de pesquisa não teve sucesso, indicando a necessidade de se realizar um estudo de campo para aprofundar o conhecimento sobre o fenômeno estudado. Como método de pesquisa determinou-se que o método de estudo de caso seria o mais adequado para o foco do trabalho. Foram entrevistadas três empresas do setor de brinquedos, visando identificar as estratégias de segmentação e posicionamento adotadas Grow Brinquedos, Brinquedos Pica Pau e Mitra Officina de Criação. Os casos foram analisados de forma individual e cruzada, buscando-se o aprofundamento das análises. De forma resumida é possível dizer que as empresas não conduzem esforços estruturados de segmentação, preferindo tomar decisões com base na tradição da empresa, além disso, os esforços de posicionamento são bastante restritos, sendo decididos pela experiência prática dos executivos e pela observação de mercados internacionais. Esses resultados indicam a existência de um grande potencial competitivo que pode ser alcançado caso essas empresas passem para um nível superior do uso das ferramentas de marketing. / This work had as primary objective to identify the segmentation and positioning strategies of companies focused on the kids market and to verify if these companies follow the recommendations of the literature. To attain this objective some stages needed to be transposed. First of all a literature review was conducted, aiming to respond the research question proposed. This review focused on the segmentation, positioning and kids market. This first effort was not successful, indicating the necessity of conducting a field study to deepen the understanding of the studied phenomenon. As research method the case study method was determined as the most adequate to the focus of this word. Three organization of the toy market were interviewed, aiming to identify the strategies of segmentation and positioning adopted Grow Brinquedos, Brinquedos Pica Pau e Mitra Officina de Criação. The cases were first individually analyzed, afterwards a cross-case analysis was conducted. In a resumed form is possible to say that none of the companies conduct structured processes of segmentation and positioning, preferring to make strategic decisions taking as base the companies tradition, besides that, the positioning efforts are very restrict, being decided by the practical experience of the executives and by observation of international marketing. These results indicate the existence of a great competitive potential that can be reached by these companies taking a step ahead in using the marketing tools.

Este trabalho teve como objetivo estudar de maneira exploratória a segmentação por meio de coortes, através de sua literatura e da opinião de profissionais e especialistas de marketing sobre o tema. Buscando verificar a influência das coortes na estratégia de marketing e analisar as tendências da pesquisa realizada anteriormente, algumas etapas foram executadas. Primeiramente, foi conduzida uma revisão da literatura, buscando responder o tema de pesquisa colocado. A revisão focou nos temas de segmentação, gerações e coortes e seus componentes ligados a cultura, a valores e sub-culturas e grupos de referência, levantando os mais recentes estudos tanto nacionais como internacionais. Após isso, como método de pesquisa escolheu-se a pesquisa qualitativa por meio de entrevistadas em profundidade. A análise dos dados coletados foram analisados por meio de análise de conteúdo, com o auxílio do software NVivo8. As entrevistas conduziram a situações em marketing nas quais a segmentação por meio de coortes foi relevante, permitiram comparar posicionamentos e levou a construção de um mapa causal com os principais conceitos observados na pesquisa. / This work had as primary objective study the segmentation by cohorts. Beyond this, verify the cohorts influence and analyze the research trends were secondary objectives. Literature review and professional and researchers opinions were collected about the objective. To attain these objectives, some stages needed to be transposed. Firstly, the literature review was conducted, searching to answer the research theme proposed. The literature review focused on the themes of market segmentation, generations and cohorts, and its components such as culture, values, sub-cultures and references groups, analyzing Brazilians and international researches. After this, as research method was chosen the qualitative method by in-depth interviews. Collected data were analyzed by content analysis, helped by software NVIVO8. The interviews showed marketing situations where cohorts segmentation could help the marketing managers. After these, marketing researchers were interviewed and a causal map was drown, connecting the concepts collected during the research.