{"id":931896,"date":"2019-03-04T02:00:52","date_gmt":"2019-03-04T09:00:52","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/o-que-e-a-segmentacao-comportamental\/"},"modified":"2025-01-24T14:24:48","modified_gmt":"2025-01-24T21:24:48","slug":"o-que-e-a-segmentacao-comportamental","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/pt\/o-que-e-a-segmentacao-comportamental\/","title":{"rendered":"O que \u00e9 a segmenta\u00e7\u00e3o comportamental?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">A segmenta\u00e7\u00e3o comportamental \u00e9 o processo de agrupar os clientes de acordo com o seu comportamento de compra. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Os investigadores de mercado analisam aspectos como a disponibilidade para comprar, ou seja, o conhecimento do produto, o n\u00edvel de fidelidade, as interac\u00e7\u00f5es com a marca ou a utiliza\u00e7\u00e3o do produto, etc. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Os principais objectivos da segmenta\u00e7\u00e3o comportamental s\u00e3o:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Identifica segmentos com base no comportamento dos clientes.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Determina de que forma o teu produto ou servi\u00e7o satisfaz as necessidades de cada um dos segmentos.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Adapta o produto ou servi\u00e7o \u00e0s necessidades dos consumidores. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Cria campanhas de marketing adaptadas a um segmento espec\u00edfico e aumenta a probabilidade de compra. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Permite \u00e0s organiza\u00e7\u00f5es compreender quais as marcas que os consumidores compram com mais frequ\u00eancia e identificar a concorr\u00eancia. <\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\"><br \/>Caracter\u00edsticas da segmenta\u00e7\u00e3o comportamental <\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As principais caracter\u00edsticas da segmenta\u00e7\u00e3o comportamental incluem: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">As empresas utilizam este m\u00e9todo para concentrar os seus esfor\u00e7os no p\u00fablico certo, em fun\u00e7\u00e3o do seu comportamento de compra.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Torna poss\u00edvel identificar comportamentos semelhantes entre os consumidores e concentrar os esfor\u00e7os de marketing num grupo espec\u00edfico.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Torna poss\u00edvel tomar decis\u00f5es com base na utiliza\u00e7\u00e3o de recursos como o tempo e o or\u00e7amento para ter um maior impacto nos consumidores.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Baseia-se no historial de atitudes dos consumidores para identificar e influenciar futuras decis\u00f5es de compra.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pode ser adaptado \u00e0 personalidade de cada grupo de consumidores, a fim de atingir os objectivos estabelecidos.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Permite-te criar estrat\u00e9gias de marketing para fidelizar a marca.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Tipos de segmenta\u00e7\u00e3o comportamental<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A segmenta\u00e7\u00e3o comportamental \u00e9 respons\u00e1vel por agrupar os consumidores da seguinte forma: <\/span><\/p>\n<p><b>Segmenta\u00e7\u00e3o comportamental por ocasi\u00e3o:<\/b><span style=\"font-weight: 400;\"> Refere-se a quando um produto \u00e9 comprado para uma determinada ocasi\u00e3o, que pode ser algo que se repete ou nunca mais acontece. <\/span><\/p>\n<p><b>Orientado para a utiliza\u00e7\u00e3o:<\/b><span style=\"font-weight: 400;\"> \u00e9 quando se faz refer\u00eancia ao n\u00famero de vezes que o consumidor utiliza o produto. Pode ser uma utiliza\u00e7\u00e3o pesada, moderada ou ligeira.<\/span><\/p>\n<p><b>Fidelidade:<\/b><span style=\"font-weight: 400;\"> Este tipo de segmenta\u00e7\u00e3o comportamental centra-se nas taxas de reten\u00e7\u00e3o de clientes. Quando as marcas t\u00eam um elevado n\u00edvel de fideliza\u00e7\u00e3o, n\u00e3o t\u00eam de se preocupar com a aquisi\u00e7\u00e3o de novos clientes.<\/span><\/p>\n<p><b>Orientado para os benef\u00edcios:<\/b><span style=\"font-weight: 400;\"> H\u00e1 certas vantagens que as pessoas procuram quando compram um produto. Estes est\u00e3o dispon\u00edveis em diferentes variedades ou pre\u00e7os, de acordo com as tuas necessidades. No entanto, h\u00e1 clientes que pretendem que o produto lhes proporcione o m\u00e1ximo benef\u00edcio.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><br \/>Vantagens e desvantagens da segmenta\u00e7\u00e3o comportamental <\/span><\/h2>\n<p><strong>Vantagens:<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">As principais vantagens da segmenta\u00e7\u00e3o comportamental incluem: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Permite \u00e0s organiza\u00e7\u00f5es encontrar clientes com h\u00e1bitos e comportamentos de compra semelhantes, facilitando o contacto com eles. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Permite \u00e0s organiza\u00e7\u00f5es compreenderem as necessidades dos consumidores.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">As organiza\u00e7\u00f5es podem criar lealdade \u00e0 marca nos clientes mais afins. <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><br \/><strong>Desvantagens<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">A segmenta\u00e7\u00e3o comportamental tem alguns inconvenientes: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">O comportamento dos consumidores \u00e9 mut\u00e1vel e nem sempre pode ser corretamente previsto. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">S\u00f3 pode fornecer um quadro de refer\u00eancia baseado na personalidade e no comportamento.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Uma vez que utiliza dados qualitativos, baseia-se em determinados pressupostos para a previs\u00e3o, or\u00e7amenta\u00e7\u00e3o, despesas, etc. <\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Import\u00e2ncia da segmenta\u00e7\u00e3o comportamental<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A segmenta\u00e7\u00e3o comportamental \u00e9 feita com o objetivo de agrupar as pessoas que exibem os mesmos comportamentos e direcionar todos os esfor\u00e7os de marketing para um \u00fanico grupo. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Com este m\u00e9todo, as empresas s\u00e3o capazes de promover e comercializar os seus produtos de forma eficaz, satisfazendo as necessidades dos clientes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O principal objetivo da segmenta\u00e7\u00e3o comportamental \u00e9 compreender as necessidades e os desejos dos clientes, oferecendo-lhes algo \u00fanico com base no seu comportamento quando compram um produto ou servi\u00e7o. Permite tamb\u00e9m \u00e0s empresas comercializar produtos personalizados especificamente para potenciais consumidores.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Encontra o teu nicho de mercado com a ajuda de inqu\u00e9ritos online.<\/span><span style=\"font-weight: 400;\"> Lembra-te que o <a href=\"https:\/\/www.questionpro.com\/pt\/\">QuestionPro<\/a> pode ajudar-te a conseguir isso. Pergunta no nosso chat online como criar inqu\u00e9ritos online para te ajudar a descobrir o que pensam os teus clientes.<\/span><\/p>\n\n\n<br>\n<center>\n<a href=\"https:\/\/eu.questionpro.com\/a\/showEntry.do?lan=pt_PT&#038;custom1=blog\">\n        <button style=\"background: #ff9f00\">Cria uma conta gratuita<\/button>\n    <\/a>\n    <a href=\"https:\/\/contactar.questionpro.com\/t\/AM4X9Z3LxD?custom1=o-que-e-a-segmentacao-comportamental\" target=\"_blank\" rel=\"noopener\">\n        <button>Agendar uma demonstra\u00e7\u00e3o<\/button>\n    <\/a>\n<\/center>\n<br>\n","protected":false},"excerpt":{"rendered":"<p>A segmenta\u00e7\u00e3o comportamental \u00e9 o processo de agrupar os clientes de acordo com o seu comportamento de compra. Os investigadores [&hellip;]<\/p>\n","protected":false},"author":42,"featured_media":931898,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[2140],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>O que \u00e9 a segmenta\u00e7\u00e3o comportamental?<\/title>\n<meta name=\"description\" content=\"A segmenta\u00e7\u00e3o comportamental ajuda-te a direcionar os teus esfor\u00e7os de marketing para pessoas que partilham da mesma opini\u00e3o que a tua marca.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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