Segmentação de mercado: Estudo em um Supermercado na cidade de Sousa - PB.

Abstract

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.