Segmentação do mercado de consumidores dos serviços bancários conta corrente na Cidade de Maputo – 2006

Abstract

The establishment of a correct market segmentation is undoubtedly one of the ways that companies use to position themselves and identify market opportunities. The present study develops a segmentation methodology by expected benefits of consumers of current account banking services. To this end, it investigates the attributes that determine the choice of commercial banks for opening new checking accounts, based on an extensive literature review on the subject. In this sense, the present study seeks to develop a methodological alternative for segmenting the markets of consumers of banking services. The sample of this work is conventional, consisting of commercial bank customers in Maputo City. The interviews were conducted during the month of August 2008, culminating in a total of 284 interviewees. The identification of the expected benefits was done using Factor Analysis, which culminated in the identification of 8 benefits. After identifying the benefits, a hierarchical Cluster Analysis and K-Means were applied to group the respondents based on the benefits, resulting in 5 market segments. The final considerations of the study validate the proposed methodology in light of the established objectives and accepted requirements for an effective segmentation process and concludes for its applicability and usefulness to marketers of financial institutions.

(TRADUÇÃO NOSSA)