Colours personality segmentation

Silvio Pires de Paula and Sergio Beniamino

This paper approaches, in exploratory way, the use of a Segmentation system by Personality Features to understand the differences of behavior of the Brazilians regarding the acquisition of private pension funds.

Colours personality segmentation

Silvio Pires de PaulaDemanda, Brazil

Sergio BeniaminoANAPP-AssociaÇão Nacional de Previdência Privada, Brazil

SUMMARY

This study approaches, in an exploratory way, the use of a segmentation system by personality features to understand the differences of behavior of the Brazilians regarding the acquisition of private pension funds. This type of market segmentation is one of the focuses of psychographic segmentation and it is supposed beforehand the perception that many purchase behaviors and consumption cannot only be explained by differences of gender, income, age, marital status and other consumer demographic variables.

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