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Segmentação de micro, pequenas e médias empresas no setor bancário brasileiro
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Abstract(s)
A segmentação de mercado é um processo amplamente difundido entre os bancos brasileiros, na tentativa de identificar e associar micro, pequenas e médias empresas (MPME) que apresentem características semelhantes e comportamentos similares em relação ao uso de produtos e serviços bancários. Da formação dos segmentos de mercado os bancos estabelecem suas estratégias de diferenciação e posicionamento, personalizando-as para cada grupo de clientes, com o objetivo de obter respostas adequadas aos estímulos de marketing realizados. Considerando que os modelos atualmente aplicados pelos bancos tradicionais brasileiros são orientados, preponderantemente, por uma variável de segmentação que não adiciona atributos comportamentais ao processo de formação dos segmentos de MPME, é de se questionar se a inclusão de outras variáveis nesse processo oferece subsídios para ampliar o entendimento dos hábitos de consumo e de comportamento das empresas usuárias dos serviços bancários. Formulando como ponto de partida a seguinte pergunta de pesquisa “É possível contribuir para o aprimoramento dos estudos e modelos de segmentação de micro, pequenas e médias empresas (MPME) nos bancos brasileiros?”, esse estudo procura, primeiramente, compilar contribuições científicas que permitam contextualizar e aprofundar o entendimento sobre o universo das MPME, sobre o mercado bancário brasileiro e sobre o processo de segmentação. Em seguida, busca constatações empíricas, através da identificação de variáveis demográficas e comportamentais e da proposição de um modelo de clusterização, que tragam argumentos para resposta à pergunta apresentada. A aplicação do estudo ganha relevância à medida que se compreende que as mais de 19 milhões de MPME brasileiras compõem um mercado demasiado relevante para a progressão econômica e social do país e que o mercado bancário, principal fomentador das políticas de crédito direcionadas à esse segmento, vem passando por alterações estruturantes do ponto de vista regulatório e competitivo, exigindo das instituições tradicionais a busca de novas estratégias de atuação frente ao cenário que se apresenta.
Market segmentation is a widespread process among Brazilian banks, in an attempt to identify and associate micro, small and medium-sized companies (MSME) that have similar and similar characteristics in relation to banking products and services. From the formation of market segments, banks establish their differentiation and positioning strategies, customizing them for each group of customers, in order to obtain adequate responses to the marketing stimuli carried out. Considering that the models currently applied by traditional Brazilian banks are predominantly guided by a segmentation variable that does not add behavioral attributes to the process of formation of SMEs segments, it is questionable whether the inclusion of other variables in this process offers subsidies to expand the understanding of the consumption habits and behavior of companies that use banking services. Formulating as a starting point the following research question "Is it possible to contribute to the improvement of studies and models for the segmentation of micro, small and medium-sized enterprises (SMEs) in Brazilian banks?" This research seeks, firstly, to compile scientific contributions that allow contextualizing and deepening the understanding of the universe of SMEss, the Brazilian banking market and the segmentation process. Then, it looks for empirical findings, through the identification of demographic and behavioral variables and the proposition of a clustering model, which bring arguments to answer the question presented. The application of the study gains relevance as it is understood that the more than 19 million Brazilian SMEs make up a market that is too relevant for the country's economic and social progression and that the banking market, the main promoter of credit policies aimed at this segment, it has been going through structural changes from a regulatory and competitive point of view, requiring traditional institutions to seek new action strategies in the face of the present scenario.
Market segmentation is a widespread process among Brazilian banks, in an attempt to identify and associate micro, small and medium-sized companies (MSME) that have similar and similar characteristics in relation to banking products and services. From the formation of market segments, banks establish their differentiation and positioning strategies, customizing them for each group of customers, in order to obtain adequate responses to the marketing stimuli carried out. Considering that the models currently applied by traditional Brazilian banks are predominantly guided by a segmentation variable that does not add behavioral attributes to the process of formation of SMEs segments, it is questionable whether the inclusion of other variables in this process offers subsidies to expand the understanding of the consumption habits and behavior of companies that use banking services. Formulating as a starting point the following research question "Is it possible to contribute to the improvement of studies and models for the segmentation of micro, small and medium-sized enterprises (SMEs) in Brazilian banks?" This research seeks, firstly, to compile scientific contributions that allow contextualizing and deepening the understanding of the universe of SMEss, the Brazilian banking market and the segmentation process. Then, it looks for empirical findings, through the identification of demographic and behavioral variables and the proposition of a clustering model, which bring arguments to answer the question presented. The application of the study gains relevance as it is understood that the more than 19 million Brazilian SMEs make up a market that is too relevant for the country's economic and social progression and that the banking market, the main promoter of credit policies aimed at this segment, it has been going through structural changes from a regulatory and competitive point of view, requiring traditional institutions to seek new action strategies in the face of the present scenario.
Description
Keywords
Segmentação de mercado Clusters Variáveis Empreendedorismo Micro, pequenas e médias empresas MPE Bancos Instituições financeiras Marketing Estratégia Market rates Variables Entrepreneurship, micro, small and medium-sized SMEs Banks Financial institutions Strategy