ESTUDO COMPARATIVO DE COMPORTAMENTO DE COMPRA DE HOMENS E MULHERES “SINGLES†NA CIDADE DE SÃO PAULO: UMA CONTRIBUIÇÃO PARA A ESTRATÉGIA DOS TOMADORES DE DECISÃO EM MARKETING

Abstract

This essay discusses the “single†segment, andthe differences in the purchase behavior between 30-to-40-year-old men and women in São Paulo. The study is dividedin two parts. In the first part, a bibliographic survey wasprepared about the concepts of market, the lifestyle concept,and its application at consumer behavior study, weredeepened; and secondary data were surveyed about the“single†record segment, a such particular market. In thesecond part, a research was accomplished, seeking toascertain its application in the Brazilian market, withmarketing professionals in enterprises or agencies, as astrategical contribution.The essay results clearly show thatthe “single†segment has a different purchase behaviorfrom other segments; however, in that very segment thereare small differences in 30-to-40-year-old men’s andwomen’s purchase behavior in the city of São Paulo. Thisessay seeks to strategically contribute to marketing decisionmakers.Index Terms ⎯ Consumer behavior, “Single†segment,Market segmentation .