SILVA, J. C.; SILVA, José Carlielson da.
Resumen:
Market segmentation is an important marketing tool, through which is possible to
identify consumers with homogeneous behaviors and, consequently, offer products and
services in order to satisfy them. Thereby, the main goal of this article lies on analyzing the
market segmentation in a supermarket located in Sousa, a county from Paraiba State west,
Brazil. In order to achieve this goal, the methodological procedures were based on a case
study and a bibliographic survey; the data collection was carried out through a semi-structured
interview. Therefore, it is concluded that the company under study, even without a wellfounded
theoretical knowledge about market segmentation, applies, informally, some market
segmentation strategies, such as geographic and behavioral segmentation, as well as identify
its target audience and customers’ profile. Nevertheless, a limitation of this research was due
to the fact that it was provided, by the company, only one employee to be interviewed.
Finally, it is recommended that, in a future research, a larger number of cases to be used in
order to generate more comprehensive evidence.
