PSYCHOGRAPHIC SEGMENTATION AND LIFESTYLE OF CONSUMERS WHO BUY THROUGH CATALOGS <BR> DOI: 10.5585/remark.v8i1.2130

Abstract

This paper is about market psychographic segmentation and analyzes lifestyles of direct sales channel consumers, who buy through catalogs. It was developed a research of quality quantitative character divided into three phases. The first one, exploratory qualitative, had as purpose to know the organization focused by the study, and the investigation of its consumers profile. To reach such purpose, it was used the techniques of case study, focus group coupled with the projective technique, and interview. The second phase was carried out by a descriptive quantitative research that aimed at quantifying and describing the consumers who buy through the company catalogs. The sample consisted on 150 consumers from the city of São Paulo and some other cities of the same state. After the data processing, which was made using the SPSS software and cluster analysis, the results characteristics of qualitative and quantitative phases were compared, allowing the realization of the third stage. The third phase, qualitative exploratory, involved the technique of brainstorming. To do so, company managers were invited to attend the presentation of the results and discuss strategies to be proposed to the company. As a result, the company came to know its target audience, which was unknown so far, providing a feedback over the mix of products, communication and marketing planning.