Conhecimento sobre o mercado português: segmentação geodemográfica para definição de estratégias comerciais no mercado do consumo doméstico de electricidade

• Author(s): Pisco, Sandra Cristina Pereira Margalha Galvão
• Date: 2018
• Persistent ID: http://hdl.handle.net/10362/33279
• Origin: Repositório Institucional da UNL
• Subject(s): Data Mining; Segmentation; Geodemography; Cluster Analysis; Census
• Document Type: Master thesis
• Language: Portuguese
• Advisor(s): Bação, Fernando José Ferreira Lucas
• Contributor(s): RUN

Description

Project Work presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research e CRM

With the liberalization of the Energy Market in Portugal, which has been completed in 2012, several foreign companies decided to enter in Portugal and invest in this industry. Being the corporate segment the most attractive in terms of business volume and on which had occur the initial investment, the residential segment also presents a strong business potential. The problem in this business segment (as opposed to corporate segment) arises due to the lack of public, accessible or available information on it, in order to equip these new players with evaluation mechanisms that enables them to take the right decisions and define more assertive strategies. Given this scenario, the major objective of this Project is, using the available public information (namely the census), too use geodemography concepts and build a geographic segmentation of the Portuguese population, which can respond to specific business problems and thus help these companies their on a daily basis activity. To obtain the desired segmentation, clusters analysis techniques were used, as well as geographic information systems for analysis and demonstration of results. The results obtained were sufficiently relevant to be considered in the decision-making process of this company from now on.