Abstract:
This study approaches, in exploratory way, the use of a Segmentation system by Personality Features to understand the differences of behavior of the Brazilians regarding the acquisition of private pension funds. This type of market segmentation is one of the focuses of psychographic segmentation and it is supposed beforehand the perception that many purchase behaviors and consumption cannot only be explained by differences of gender, income, age, marital status and other consumer demographic variables.
Research Papers
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What can tobacco addiction teach us about consumer decision making?
Catalogue: Congress 2011: Impact
Authors: Alejandro Salgado-Montejo, Carlos Velasco, Cristina Blanco, Enrique Guarin
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September 18, 2011
