Francisco Carlos Barbosa Dos Santos
Doctorate – Segmentation of Brazilian Automotive Market by Cohorts
Advisor: Prof. Dr. Marcos Cortez Campomar
Comission: Profs. Drs. Geraldo Luciano Toledo, Heron Carlos Esvael do Carmo and Afonso Carneiro Lima
Class: 217, FEA-5
The problem of market segmentation is a well-studied topic. It seeks to understand how the consumer behaves and thus put them into groups in such a way that they can maximize the returns on the marketing strategies. This is a challenge in any segment. The Brazilian automobile industry apparently always uses the same marketing strategies, not differentiating between them. In this sense, the present thesis sought to evaluate if the segmentation by cohorts was known in the automobile industry and if it was applied as a segmentation tool. In addition, it was evaluated with the interviewees if they perceived the emergence of new cohorts from the 2000s and how they would prepare for this new consumer. It was observed through the analysis of the interviews that the automotive companies follow a mimetic isomorphism when of the marketing strategies, converging all for the same model. Market studies are bought and often come from the parent company to the subsidiaries, not reflecting exactly the consumer behavior of Brazil. According to the interviewees there are two new cohorts after the year 2000. The cohort of millenials in Brazil, has behavioral differences in relation to the purchase of a car when compared to the world literature, but is an already existing cohort and given in the literature. Thus two new cohorts were conceptualized in the sense of buying behavior of an automobile, according to the interviewees of the Brazilian automotive industry.
*Abstract provided by the author