 Segmentation policies using the customer equity model: a study in a Brazilian hypermarketLuiz Antônio Antunes Teixeira, Jersone Tasso Moreira Silva and LetÃcia Gontijo França International Journal of Business and Systems Research, 2014, vol. 8, issue 2, 179-190 Abstract: The objective of this study was to analyse the criteria of priority used to adopt the marketing strategies of quality, price, convenience, brand and relationship, and its adequacy towards the values that are perceived by the customers' segments of a retailer, using the customer equity model. The methodological procedures consisted of a survey that was directed to the consumers and an analytic hierarchy process (AHP) was applied with the hypermarkets' managers. The priority criteria for the adoption of marketing policies were based on the value equity, brand equity and retention equity constructs. The results have shown that these policies do not meet the expectations of most of the consumers, who value first the brand, followed by the retention and finally the value equity. In contrast, the managers that were interviewed still have their focus on the price as the main strategic action for the customers' satisfaction, followed by brand and retention. Keywords: analytical hierarchy process; AHP; clusters; customer equity model; marketing strategies; hypermarkets; Brazil; segmentation policies; value equity; brand equity; retention equity; customer satisfaction. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbsre:v:8:y:2014:i:2:p:179-190 Access Statistics for this article More articles in International Journal of Business and Systems Research from Inderscience Enterprises Ltd |
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