TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | AN ANALYSIS ON THE IMPACT CAUSED BY THE LAUNCH OF VILLAGE MALL SHOPPING CENTER ON THE POSITIONING OF OTHER LUXURY SHOPPING CENTERS IN THE CITY OF RIO DE JANEIRO | ||||||||||||
| Autor(es): |
RAFAELA MANHA DOS GUARANYS |
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| Colaborador(es): |
ANDRE LACOMBE PENNA DA ROCHA - Orientador |
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| Catalogação: | 03/NOV/2014 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| 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/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=23625@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=23625@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.23625 | ||||||||||||
| Resumo: | |||||||||||||
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The present study aims at analyzing the perception of those that are regulars
at Shopping Leblon — located in Rio de Janeiro — about its planned luxury
position after the launch of Shopping Village Mall in the same city. The essay’s
objective is conceiving the consumer perception phenom, the marketplace and
positioning. Two focus groups were formed in order to produce positioning maps,
in an exploratory manner, which targeted the understanding of what makes a
shopping center luxurious, the viewpoints of its consumers on 12 malls, as well as
identifying the impressions towards Shopping Leblon in comparison to other
luxury shopping centers, especially Shopping Village Mall. The result made the
evaluation of the impact on these groups perception on Shopping Leblon after the
launch of Shopping Village Mall possible. It was concluded that following the
inauguration of Shopping Village Mall, there was a change in the luxury standard,
which excluded Shopping Leblon from the elite of the luxurious shopping centers.
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