O uso de coortes em segmentação de marketing

Abstract

O mercado de consumo é caracterizado por mudanças expressivas, principalmente no que diz respeito ao atendimento mais individualizado, preocupação expressada por esforços em desenvolver novas bases de segmentação para aumentar a eficácia das ações de marketing. Uma base de segmentação ainda pouco utilizada é a por coortes, a qual busca identificar grupos que passaram pelos mesmos eventos externos na passagem para a maioridade. Apesar do forte fator demográfico (idade), a segmentação por coortes é do tipo psicográfica já que visa à identificação de valores. O objetivo deste artigo é explorar o conceito de coorte como forma de segmentação de mercado em marketing e sua aplicação nas decisões de marketing. O método empregado neste ensaio é o levantamento bibliográfico de caráter descritivo e analítico. Conclui-se que o método ainda é pouco utilizado, mas que pode gerar contribuições importantes em marketing se os esforços necessários para sua aplicação forem empreendidos.

Brand positioning in higher education: the perception of Brazilian generational cohorts

“…Generational cohorts are defined as a range of individuals born during the same interval of time and who experience similar external events at the end of their teenage years and the beginning of adulthood (Fernández-Dúran, 2015;Ikeda, Campomar, & Pereira, 2008;Motta & Schewe, 2008;Noble & Schewe, 2003), which occurs between around 17 and 23 years old (Fernández-Durán, 2015). As a result of socialization at the macro level, individuals of the same generational cohort present similar values, belief systems, attitudes, and behaviors (Fernández-Durán, 2015; Gao, Zhang, & Huang, 2017;Ikeda, Campomar, & Pereira, 2008;Motta & Schewe, 2008).…”

“…Fernández-Durán (2015) proposes that external events responsible for defining the personal values of individuals from generational cohorts are important events in a country's history in the areas of economics, politics, culture, nature, and technology. Along these lines, proposals of specific classifications for generational cohorts are identified in Brazil (Ikeda, Campomar, & Pereira, 2008;Ikeda & Feitosa, 2011;Motta & Schewe, 2008), Mexico (Fernández-Durán, 2015), and China (Gao, Zhang, & Huang, 2017;Tang, Wang, & Zhang, 2017). Table 1 presents the generational cohorts proposed for the Brazilian context.…”

“…Source. Adapted from Ikeda and Feitosa (2011), Ikeda, Campomar, and Pereira (2008), Schewe and Meredith (2004), and Motta and Schewe (2008).…”

“…Generational cohorts are groups of individuals at about the same age that share experiences of relevant external events during the end of their teenage years and the beginning of adulthood, resulting in the formation of a common identity for that group. As a result of that common identity, the group of individuals shares values and belief systems and presents similar desires, preferences, behaviors, and attitudes (Fernández-Durán, 2015;Gao, Zhang, & Huang, 2017;Ikeda, Campomar, & Pereira, 2008;Noble & Schewe, 2003;Weiss & Lang, 2009). Due to the socialization process occurring at the individual and social level, individuals that have lived in similar environments and experienced similar historical events at the end of adolescence and beginning of adulthood, in other words, individuals of the same generational cohort, must present similarities in their system of values, even considering the influences of socialization at the individual level.…”

“…A shared socialization process at the macro level results in the formation of a system of common values and beliefs and in similar desires, preferences, behaviors, and attitudes among individuals of the same generational cohort (Fernández-Durán, 2015;Gao, Zhang, & Huang, 2017;Weiss & Lang, 2009;Ikeda, Campomar, & Pereira, 2008;Motta & Schewe, 2008;Noble & Schewe, 2003). Perception of the brand positioning is a result of information interpretation and experiences related to the brand and this interpretation is a subjective and perceptual phenomenon, based on beliefs, thoughts, feelings, and impressions (Fuchs & Diamantopoulos, 2010).…”