Aplicação de análise de conglomerados para a segmentação de clientes

Abstract

Market segmentation is to divide a market into groups of potential buyers who have similar needs and desires, perceptions of values or buying behaviors. Market segmentation represents an effort to increase a company’s target accuracy, making sense by helping the corporation penetrate deeper into the markets it has chosen as priorities and by helping the increment of the differentiate between products and services. The objective of this work was to restructure the classification of the customers of a wholesale company located in Uberlândia, Minas Gerais, through Cluster analysis, whose purpose is to perform a classification according to the natural relations contained in the sample, forming groups of objects by similarity. The objects are grouped according to the similarity to some predetermined criterion. It was in the companys interest that customers were grouped according to their respective needs and reciprocity with the corporation, with pre-determined value of three groups of customers: simple, intermediate and value-added. This makes it possible to specify and direct the manner of service to each type of buyer, with more precision in the products and services that will be offered, thus guaranteeing a greater customer satisfaction, and also, allowing the optimization of expenses in the service and a more assertive sale.