Segmentation of current and potential investors in retirement plans to retain and capture customers
The goal of this research was to fill the gap represented by the lack of studies that apply Behavioral Finance concepts in the segmentation of investors in retirement savings plans. Based on a bibliographic review, and the study of multiple cases, there was revealed relevant aspects of the supplemen...
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2022-01-01
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| Series: | BBR: Brazilian Business Review |
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| Online Access: | http://www.redalyc.org/articulo.oa?id=123070168002 |
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| author | Ronaldo Andrade Deccax Carlos Heitor Campani |
| author_facet | Ronaldo Andrade Deccax Carlos Heitor Campani |
| author_sort | Ronaldo Andrade Deccax |
| collection | DOAJ |
| description | The goal of this research was to fill the gap represented by the lack of studies that apply Behavioral Finance concepts in the segmentation of investors in retirement savings plans. Based on a bibliographic review, and the study of multiple cases, there was revealed relevant aspects of the supplemental retirement market in Brazil, this article proposes a new set of demographic and psychographic variables that were more effective in previous research in the segmentation of financial services clients. It innovates by incorporating variables from Psychology and Behavioral Finance, especially the “rationality” variable which has a remarkable ability to synthesize vulnerabilities to a wide universe of heuristics and biases when applied to investors. In addition, significant behavioral barriers were identified for the expansion of the retirement market, such as a low level of maturity of current market practices in Brazil and the need to use Behavioral Finance instruments in this confrontation. |
| format | Article |
| id | doaj-art-bb160a659ad3483d8e974458b4c500d5 |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2022-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-bb160a659ad3483d8e974458b4c500d52025-02-06T23:39:33ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2022-01-01191193810.15728/bbr.2022.19.1.2Segmentation of current and potential investors in retirement plans to retain and capture customersRonaldo Andrade DeccaxCarlos Heitor CampaniThe goal of this research was to fill the gap represented by the lack of studies that apply Behavioral Finance concepts in the segmentation of investors in retirement savings plans. Based on a bibliographic review, and the study of multiple cases, there was revealed relevant aspects of the supplemental retirement market in Brazil, this article proposes a new set of demographic and psychographic variables that were more effective in previous research in the segmentation of financial services clients. It innovates by incorporating variables from Psychology and Behavioral Finance, especially the “rationality” variable which has a remarkable ability to synthesize vulnerabilities to a wide universe of heuristics and biases when applied to investors. In addition, significant behavioral barriers were identified for the expansion of the retirement market, such as a low level of maturity of current market practices in Brazil and the need to use Behavioral Finance instruments in this confrontation.http://www.redalyc.org/articulo.oa?id=123070168002supplemental retirement savings plansbehavioral sciencesfinancial marketsmarket segmentationconsumer behavior |
| spellingShingle | Ronaldo Andrade Deccax Carlos Heitor Campani Segmentation of current and potential investors in retirement plans to retain and capture customers BBR: Brazilian Business Review supplemental retirement savings plans behavioral sciences financial markets market segmentation consumer behavior |
| title | Segmentation of current and potential investors in retirement plans to retain and capture customers |
| title_full | Segmentation of current and potential investors in retirement plans to retain and capture customers |
| title_fullStr | Segmentation of current and potential investors in retirement plans to retain and capture customers |
| title_full_unstemmed | Segmentation of current and potential investors in retirement plans to retain and capture customers |
| title_short | Segmentation of current and potential investors in retirement plans to retain and capture customers |
| title_sort | segmentation of current and potential investors in retirement plans to retain and capture customers |
| topic | supplemental retirement savings plans behavioral sciences financial markets market segmentation consumer behavior |
| url | http://www.redalyc.org/articulo.oa?id=123070168002 |
| work_keys_str_mv | AT ronaldoandradedeccax segmentationofcurrentandpotentialinvestorsinretirementplanstoretainandcapturecustomers AT carlosheitorcampani segmentationofcurrentandpotentialinvestorsinretirementplanstoretainandcapturecustomers |