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This paper seeks to understand consumption from a viewpoint of the tribes of consumption. In turn, seeks to position itself as a new alternative methodology for market research companies as an innovative approach to segmentation.
explorations of field visits are exposed to various tribes consumption of Lima. In total we dive in (09) cultural communities: skaters, gamers, surfers, Kpopers, athletic, hipsters, otaku, music lovers and graffiti artists. We focus first on society and kindred relationship; second, its features and applications of marketing.
The article concludes with a reflection on key elements of the criterion of consumer segmentation tribes.