Título: | MALLS BEYOND DEALS: A STUDY ON THE HOW CLASS C CONSUMERS IN RIO DE JANEIRO CONSUME SHOPPING CENTERS | ||||||||||||
Autor: |
SAMANTHA PONS SZTANCSA SENNA |
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Colaborador(es): |
MARCUS WILCOX HEMAIS - Orientador |
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Catalogação: | 06/SET/2016 | Língua(s): | PORTUGUESE - BRAZIL |
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Tipo: | TEXT | Subtipo: | THESIS | ||||||||||
Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=27297&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=27297&idi=2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.27297 | ||||||||||||
Resumo: | |||||||||||||
This study sought to contribute to the understanding of how class C consumers consume malls. Firstly, in order to achieve this goal, literature on Consumer Culture Theory was reviewed to provide context to the analysis. Then, consumption by the low-income segment, specifically the New Middle Class (class C), according to Neri (2008), was studied and its implications on consumer behavior. In addition, available literature regarding the behavior of low-income consumers, specifically of class C consumers, with respect to shopping malls was analyzed. A total of 22 in-depth interviews were conducted with respondents in four shopping malls in the metropolitan area of Rio de Janeiro, all having as main target segment low-income consumers. In data analysis, interviews from class C consumers were studied and encoded using the Atlas-ti software. The themes and reports were related to the contextual theory to then arrive at interpretations of the meanings of such accounts. The main findings were: visiting the mall was more important than buying in the malls, as purchase intent in street retail environments was higher than in malls despite the preference for shopping environment; the internet has influenced changes in class C consumer behavior with respect to shopping malls; and even though the expectation of consumers is that their mall visitation frequency will not be reduced as a result of a decrease in income, class C consumers ended up reducing the amount of visits to the mall after an actual income reduction.
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