AUDIENCE SEGMENTATION STRATEGIES IN THE CHILDREN'S CLOTHING MARKET: A DISCOURSE STUDY OF MICROENTERPRISE PROFESSIONALS IN ITAPIRA - SP

Abstract

This study addresses audience segmentation within the context of microenterprises operating in the children's clothing sector. The objective of the research is to analyze audience segmentation strategies employed by microenterprises in the children's clothing market in the city of Itapira, São Paulo. The study was conducted through field research, in which a questionnaire was administered to professionals working in microenterprises within the children's clothing segment in Itapira, aiming to collect detailed information regarding customer profiles and consumption habits, the factors influencing purchasing decisions, the tools and segmentation strategies used in marketing campaigns, and current trends in the sector. The results of this research provide insights into how some small entrepreneurs in the children's clothing industry in the Itapira region understand and apply market segmentation in their businesses. Most participants hold leadership positions, and the findings indicate that while the majority have a basic understanding of segmentation, their practices are primarily based on demographic criteria such as age and child profile, as well as behavioral aspects like price sensitivity or gift-giving intent. However, a certain conceptual confusion was also observed in the responses, particularly in the conflation of marketing tools (such as Google Ads) with segmentation criteria, which may undermine the effectiveness of marketing campaigns. Moreover, the analysis showed that social media platforms are the most widely used communication channels, whereas the monitoring of customer purchasing behavior is still conducted sporadically. The use of internal data and tools such as CRM systems is still in its early stages, indicating opportunities for training and improvement. It is concluded that, despite the limitations of the sample and the inherent constraints of the qualitative method employed, the collected data provide valuable insights into the strategies used by these professionals, the knowledge gaps that exist, and the challenges faced by small businesses. The findings contribute to future research and discussions, and support efforts to promote the professionalization and competitiveness of the sector.