UMA APLICAÇÃO DA REGRESSÃO LOGÍSTICA NA TOMADA DE DECISÃO: ESTUDO DE CASO

Abstract

This paper presents a case study which looks an application of logistic regression as a tool to assist in decision making on choice of market segments. Its main objective is to evaluate a specific application of logistic regression in market segmentation, based on market research on eco-bag in João Pessoa, Paraíba, Brazil. We conducted a survey of the literature pertaining to issues related to logistic regression analisis and market research. Then, in field research, questionnaires were applied to a sample of residents from different neighborhoods of the city of Joao Pessoa, addressing issues related to preferences, opinions and characteristics of respondents. The results showed that it is possible to logistic regression models showing the probability of a particular group of consumers or may not be willing to pay for your bags. It was also found that these models can assist in market segmentation. But the survey also showed that even when these logistic regression models can be obtained and the results of applying this statistical technique vary for different prices and models of bags, which indicates that the opinions and characteristics that distinguish people who would pay the value the bags of those who do not pay the change as a function of cost and type of product