Análise da variedade de produto na indústria automotiva brasileira

  • Diego de Castro Fettermann
  • Ione Souza Santos
  • Guilherme Luz Tortorella
  • Giuliano Almeida Marodim
Palabras clave: Indústria automotiva, Variedade de produto, Análise de correlação, Automotive industry, Product variety, Correlation Analysis.

Resumen

A indústria automobilística tem apresentado uma maior variedade de produtos na tentativa de melhor atender as necessidades dos clientes. Entretanto, nem sempre a maior variedade de produtos está associada a maior quantidade de vendas, visto que o custos de produção
tendem a aumentar com elevados níveis de variedade. O objetivo deste trabalho é identificar a associação entre a variedade dos automóveis no mercado brasileiro e a venda de veículos. A amostra representa o ano de 2013 e incorpora 94,35% do volume de licenciamentos de
automóveis no Brasil, somando um total de 118 diferentes modelos analisados. Os resultados apresentados confirmam que a variedade dos automóveis disponibilizada no Brasil está associada significativamente com a venda de veículos. Além disto, de acordo com o segmento
de mercado (entrada, compacto, sedan, utilitário e SUV), também foi analisada a associação entre a variedade de produto e a quantidade de vendas. Foi identificada correlação positiva e significativa ao nível de 5% em todas as categorias, com exceção dos veículos do tipo SUV. Entre esses segmentos de mercado, foi identificada que a variedade disponibilizada possui maior associação nos segmentos de automóveis de entrada e utilitários. Diante destes resultados, pode-se considerar que no mercado brasileiro a variedade de produtos apresenta forte associação com as vendas na indústria automobilística, diferentemente do
apresentado em estudos internacionais, podendo contribuir para as definições estratégicas de atuação das empresas.

The automobile industry has shown a greater variety of products in an attempt to better meet customer needs. However, not always the greatest product variety is associated with a higher amount of sales, since the production costs tend to increase with higher levels of variety. The
objective of this work is to identify the association between the variety of vehicles in the Brazilian market and the sale of vehicles. The sample represents the year 2013 and incorporates 94,35% of volume of sold cars in Brazil, with a total of 118 different models analyzed. The results presented confirm that the variety of cars available in Brazil is significantly associated with the sale of vehicles. Moreover, according to the market segment (entry, compact, sedan, SUV and utility), it was also analyzed the association between product variety and the amount of sales. It was identified a positive and significant correlation at the 5% level in all categories, except for SUV type vehicles. Among these market segments, it was noticed that the available variety is especially related with the segments of entry cars and utilities.These findings imply that in the Brazilian market the variety of products has a strong association with sales in the automotive industry, unlike it was shown in international researches and may contribute to the strategic orientation of the companies.

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2015-06-30
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