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Segmentation policies using the customer equity model: a study in a Brazilian hypermarket

Segmentation policies using the customer equity model: a study in a Brazilian hypermarket 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Business and Systems Research Inderscience Publishers

Segmentation policies using the customer equity model: a study in a Brazilian hypermarket

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References (10)

Publisher
Inderscience Publishers
Copyright
Copyright © Inderscience Enterprises Ltd. All rights reserved
ISSN
1751-200X
eISSN
1751-2018
DOI
10.1504/IJBSR.2014.060305
Publisher site
See Article on Publisher Site

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.

Journal

International Journal of Business and Systems Research – Inderscience Publishers

Published: Jan 1, 2014

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