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A consulting lab on Galp´s B2c segmentation: evaluating the value of client personas in enhancing Galp´s business lines

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Resumo:The project on "Galp's B2C Segmentation" is a comprehensive study aimed at refining Galp's customer segmentation strategy based on consumer needs. It involves detailed analysis of customer survey data using qualitative and quantitative methods to develop an advanced segmentation model. Key steps include data cleaning, clustering using KMeans algorithm, and characterizing clusters demographically and behaviourally. The project concludes with the creation of distinct personas, providing actionable insights for Galp's marketing strategies in the competitive energy sector. This work represents an integrative approach, combining academic and industry expertise for strategic development in customer relations and market positioning.
Autores principais:Azancot, Maria Luísa Fiúza da Silveira
Assunto:Segmentation Persona Usage pattern Consumption habits
Ano:2024
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso embargado
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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