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Title in Portuguese: Contribuições para os estudos de pesquisa de mercado: uma abordagem segmentada
Author: Freitas, Ana Augusta Ferreira de
Heineck, Luiz Fernando Mählmann
Keywords: Pesquisa de mercado
Habitações - Segmentação
Construção civil
Issue Date: 2001
Citation: FREITAS, A. A. F.; HEINECK, L. F. M. Contribuições para os estudos de pesquisa de mercado: uma abordagem segmentada. In: ENCONTRO NACIONAL DE ENGENHARIA DE PRODUÇÃO, 2001, Salvador. Anais... Salvador: ENEGEP, 2001.
Abstract: This paper aims to analyze the desired physical characteristics of apartments valuing between R$70.000 and R$100.000, based on market research. A data bank containing almost 3000 interviews with prospects clients who were looking to buy a dwelling in 11 Brazilian cities during 1995 up to 1998 was used. Besides these physical residential aspects, it is also explored family characteristics in terms of their income, size and assets. Results bring out some insights for housing marketing studies and show the importance of market segmentation concepts while leading with market research.
metadata.dc.type: Artigo de Evento
Appears in Collections:DECC - Trabalhos apresentados em eventos

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