Anais
Resumo do trabalho
Marketing · Cultura e Consumo
Título
Exploring perceived consumption values and space construction: the case of a brazilian trade fair
Palavras-chave
Consumption perceived values
social space
Trade fair
Agradecimento:
This work was carried out with the support of the Coordination for the Improvement of Higher Education Personnel - Brazil (CAPES).
Autores
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Thiago Matheus De PaulaUNIVERSIDADE ESTADUAL DO CEARÁ (UECE)
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Edilania Miranda ConradoUNIVERSIDADE ESTADUAL DO CEARÁ (UECE)
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Felipe GerhardUNIVERSIDADE ESTADUAL DO CEARÁ (UECE)
Resumo
Introdução
In emerging markets, such as Brazil, trade fairs play a crucial role in providing affordable goods and services to low-income populations while also offering a unique cultural experience. While traditional economic theory suggests that one of the most important reasons to visit or shop in trade fairs is the low price and other utilitarian features, however the symbolic consumption, entertainment, ethnic and social aspects, human contact etc., are also important reasons to choose trade fairs as a purchase place.
Problema de Pesquisa e Objetivo
Despite the abundant literature on trade fairs, the prevailing view is that low-income consumers are guided by utilitarian values in their decision-making. Based on the multifaceted characteristics of consumers and the motives that lead to consumption, this study aims to investigate consumer behavior and how actors construct a trade fair space. Specifically, this research explores the values perceived by consumers and how they interact to transform and appropriate the fair space.
Fundamentação Teórica
The perceived value of consumption is a multidimensional construct that goes beyond mere utility. According to the Sheth, Newman, and Gross Consumer Value Theory (1991), choices are guided by five values: functional, social, emotional, epistemic, and conditional. Although free markets are associated with low prices, they activate multiple values, such as symbolic, social, and emotional. Additionally, the study emphasizes the dynamics of space construction, arguing that consumers are active agents who shape and resignify spaces through their daily practices (De Certeau, 1998).
Metodologia
A qualitative methodology was adopted to study consumer behavior and the development of the trade fair space. Data was collected through participant observation, which involved over 60 visits and 180 hours on-site. This technique was used to capture the meanings and experiences of a traditional trade fair in Fortaleza (Feira dos Pássaros). Additionally, in-depth semi-structured interviews were conducted with consumers using the snowball method to triangulate and ensure the reliability of the data.
Análise dos Resultados
The analysis reveals that consumers at the trade fair are motivated by more than just low prices. These values include functional values (e.g., variety and bargaining), emotional values (e.g., pleasure, leisure, and social interactions), epistemic values (e.g., curiosity and learning), and conditional values (e.g., products and specific days, such as Sunday). Also, the daily practices of the participants co-construct and appropriate the fair's space, transforming it into a place that resists mass consumption. These values are interdependent, enriching the consumer experience.
Conclusão
Trade fairs exemplify the complex interplay of consumer values and everyday practices, making them unique cultural and commercial spaces. This study goes beyond the functional value of low prices to highlight the emotional, conditional, and epistemic values that make these spaces a vital part of the social and cultural fabric of emerging markets. Additionally, the study demonstrates how everyday practices contribute to the creation and utilization of trade fair spaces, showcasing the collaborative efforts of consumers and vendors in developing a dynamic and culturally rich environment.
Contribuição / Impacto
The study contributes to the growing body of literature on empirical research on spatial transformation and appropriation through social practices associated with consumption. Furthermore, the socially shared practices of the trade fair participants give it a unique commercial character that resists mass-produced forms of consumption. The findings challenge the traditional view of trade fairs as purely functional spaces by emphasizing the importance of emotional, conditional, and epistemic values in shaping the consumer experience.
Referências Bibliográficas
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.
De Certeau, M. (1998). The practice of everyday life. University of Minnesota Press.
Sherry, J. (1990a). A sociocultural analysis of a midwestern American flea market. Journal of Consumer Research, 17(1), 13-30.
Castilhos, Rodrigo B. and Pierre-Yann Dolbec (2018), “Conceptualizing Spatial Types: Characteristics, Transitions, and Research Avenues,” Marketing Theory, 18(2), 154–168.
De Certeau, M. (1998). The practice of everyday life. University of Minnesota Press.
Sherry, J. (1990a). A sociocultural analysis of a midwestern American flea market. Journal of Consumer Research, 17(1), 13-30.
Castilhos, Rodrigo B. and Pierre-Yann Dolbec (2018), “Conceptualizing Spatial Types: Characteristics, Transitions, and Research Avenues,” Marketing Theory, 18(2), 154–168.