Please use this identifier to cite or link to this item:
http://repositorio.ufc.br/handle/riufc/8183| Type: | Artigo de Evento |
| Title: | Contribuições para os estudos de pesquisa de mercado: uma abordagem segmentada |
| Authors: | Freitas, Ana Augusta Ferreira de Heineck, Luiz Fernando Mählmann |
| Keywords: | Pesquisa de mercado;Habitações - Segmentação;Construção civil |
| Issue Date: | 2001 |
| Publisher: | ENCONTRO NACIONAL DE ENGENHARIA DE PRODUÇÃO |
| 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. |
| URI: | http://www.repositorio.ufc.br/handle/riufc/8183 |
| Appears in Collections: | DECC - Trabalhos apresentados em eventos |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 2001_eve_lfmheineck_contribuicoes.pdf | 214,14 kB | Adobe PDF | View/Open |
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