A computer simulation study is conducted to explore the interaction of alternative segmentation strategies and the competitiveness of the market environment, a goal that can neither be tackled by purely analytic approaches nor is sufficient and undistorted real market data available to deduct findings in an empirical manner. The fundamental idea of the simulation is to increase competition in the artificial marketplace and to study the influence of segmentation strategy and varying market conditions on organizational success. Success/failure is measured using two performance criteria: number of units sold and survival of firms over 36 periods of time. Three central findings emerge: (1) the more competitive a market environment, the more successful the concentrated market segmentation strategy, (2) increased levels of marketing budgets do not favour firms following a concentrated segmentation strategy and (3) frequent rethinking and strategy modification impairs organizations that concentrate on target segments. (author's abstract) / Series: Working Papers SFB "Adaptive Information Systems and Modelling in Economics and Management Science"

Neste trabalho é proposta uma metodologia para reconhecimento de anseios de segmento do mercado de real estate residencial. Será desenvolvido um protocolo contemplando um projeto de pesquisa para a formação de um banco de dados e o tratamento adequado das informações. O projeto de pesquisa parte do desenvolvimento de um questionário seguindo orientações científicas, fundamentado nas teorias de segmentação e nos fatores psicodinâmicos de influência do consumidor, resultando na estruturação de um banco de dados com as informações sobre o perfil dos entrevistados e seus anseios sobre imóveis residenciais. Aborda ainda o tratamento necessário das informações, que resultam no reconhecimento procurado para que sirva como ferramenta de ajuda na formatação de empreendimentos residenciais que utilizam segmentação como estratégia de inserção. Para validação do protocolo foi realizada uma pesquisa de caráter exploratório, aplicando o questionário resultante deste trabalho em 50 interessados na compra de imóveis residenciais. A amostra é formada de clientes que procuram imóveis nas regiões sul e sudeste da cidade em duas grandes imobiliárias da região. Os resultados obtidos na pesquisa formaram um banco de dados, deste foram escolhidos dois segmentos para análise de anseios: I) agrupados por ciclo de vida familiar: segmento de solteiros e II) segmento de clientes que procuram imóveis: casal com filhos. Os resultados foram comparados entre si e no total da amostra, possibilitando reconhecer os anseios de cada segmento e comprovando a importância da ferramenta proposta. / In this work the proposal is a methodology for recognition of yearnings of the residential market in real state. A protocol will be developed regarding to a research project for the formatting of a data base and the adjusted treatment of information. The research project goes from the development of a questionnaire following scientific directions, based on the recital theories and in the psychodynamics factors that influences the consumer. Resulting the formatting of a database with information about the interviewed profile and his yearnings for residential properties. It still approaches the necessary treatment of approaches that results in the looked recognition so that serves as an aid tool in the formatting of residential enterprises that use segmentation as insertion strategy. For validation of the protocol was realized an exploration character research applying the questionnaire of this work in 50 people interested in the purchase of residential enterprises. The sample is formed by costumers who look for properties in the regions south and southeastern of the city in two great real state ones of the regions. The gotten results in the research have formed a database; from these two segments had been chosen for earning analyses. i) grouped for cycle of familiar life: segment of bachelors, e ii) segment of: couples with children. The results where compared between it selves and with the total of the sample, making this way possible to recognize the yearnings of each segment and proving the importance of the proposed tool.

Given the recent abundance of brand choice data from scanner panels market researchers have neglected the measurement and analysis of perceptions. Heterogeneity of perceptions is still a largely unexplored issue in market structure and segmentation studies. Over the last decade various parametric approaches toward modelling segmented perception-preference structures such as combined MDS and Latent Class procedures have been introduced. These methods, however, are not taylored for qualitative data describing consumers' redundant and fuzzy perceptions of brand images. A completely different method is based on topology-sensitive vector quantization (VQ) for consumers-by-brands-by-attributes data. It maps the segment-specific perceptual structures into bubble-pie-bar charts with multiple brand positions demonstrating perceptual distinctiveness or similarity. Though the analysis proceeds without any distributional assumptions it allows for significance testing. The application of exploratory and inferential data processing steps to the same data base is statistically sound and particularly attractive for market structure analysts. A brief outline of the VQ method is followed by a sample study with travel market data which proved to be particularly troublesome for conventional processing tools. (author's abstract) / Series: Report Series SFB "Adaptive Information Systems and Modelling in Economics and Management Science"

Diss. Stockholm : Handelshögskolan, 2005.

Neste trabalho é proposta uma metodologia para reconhecimento de anseios de segmento do mercado de real estate residencial. Será desenvolvido um protocolo contemplando um projeto de pesquisa para a formação de um banco de dados e o tratamento adequado das informações. O projeto de pesquisa parte do desenvolvimento de um questionário seguindo orientações científicas, fundamentado nas teorias de segmentação e nos fatores psicodinâmicos de influência do consumidor, resultando na estruturação de um banco de dados com as informações sobre o perfil dos entrevistados e seus anseios sobre imóveis residenciais. Aborda ainda o tratamento necessário das informações, que resultam no reconhecimento procurado para que sirva como ferramenta de ajuda na formatação de empreendimentos residenciais que utilizam segmentação como estratégia de inserção. Para validação do protocolo foi realizada uma pesquisa de caráter exploratório, aplicando o questionário resultante deste trabalho em 50 interessados na compra de imóveis residenciais. A amostra é formada de clientes que procuram imóveis nas regiões sul e sudeste da cidade em duas grandes imobiliárias da região. Os resultados obtidos na pesquisa formaram um banco de dados, deste foram escolhidos dois segmentos para análise de anseios: I) agrupados por ciclo de vida familiar: segmento de solteiros e II) segmento de clientes que procuram imóveis: casal com filhos. Os resultados foram comparados entre si e no total da amostra, possibilitando reconhecer os anseios de cada segmento e comprovando a importância da ferramenta proposta. / In this work the proposal is a methodology for recognition of yearnings of the residential market in real state. A protocol will be developed regarding to a research project for the formatting of a data base and the adjusted treatment of information. The research project goes from the development of a questionnaire following scientific directions, based on the recital theories and in the psychodynamics factors that influences the consumer. Resulting the formatting of a database with information about the interviewed profile and his yearnings for residential properties. It still approaches the necessary treatment of approaches that results in the looked recognition so that serves as an aid tool in the formatting of residential enterprises that use segmentation as insertion strategy. For validation of the protocol was realized an exploration character research applying the questionnaire of this work in 50 people interested in the purchase of residential enterprises. The sample is formed by costumers who look for properties in the regions south and southeastern of the city in two great real state ones of the regions. The gotten results in the research have formed a database; from these two segments had been chosen for earning analyses. i) grouped for cycle of familiar life: segment of bachelors, e ii) segment of: couples with children. The results where compared between it selves and with the total of the sample, making this way possible to recognize the yearnings of each segment and proving the importance of the proposed tool.

The diploma thesis called Segmentation of beer market in South Bohemia aims to detect market segments on beer market in South Bohemia. In the first theoretical part methods of market research and market segmentation are summarized. The second practical part includes primary research and process of detection of market segments. At the end the marketing suggestions for each particular segments are stated.

The aim of this work is to draft the marketing strategy for the company SPORTPROGRESS with the intention to strengthen the position on the market. This work contains theoretical basis, features of the company, analysis of the present situation and the suggestions of the marketing strategy.

The main goal of this thesis is to test the possibility of forward and backward segmentation on the single-family housing market, to reveal, describe and develop a profile of segments and to suggest marketing recommendations. Data from primary research is encoded in MS Excel and processed in the statistical analysis program SPSS Statistics 19 for Windows. The output of the thesis reveals three forward segments and three backward segments of the market. Based on certain specifics shown by each of the monitored segments, I suggested numerous marketing recommendations.

This master thesis is focused on the analysis of the real estate market and its segmentation. The beginning of the thesis deals with the basics of the real estate economy and consequently with the main segments on the real estate market. Different statistical and mathematical methods are used in the segmentation of the housing market. The thesis is closed by the analysis of the real estate market and the demonstration and description of how to separate the segment from the market. The output of the work is the recommended methodological procedure for the appraisers.