Colours personality segmentation

Date of publication: October 20, 2006

Catalogue: Latin America 2006

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.

Silvio Pires de Paula

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Sergio Beniamino

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