My shopping place can also be my favorite place: an analysis of the experiences involved in an urban retail agglomeration
(R2024-122491)

AUTHORS

Thiago Guedes, Universidade Federal do Espírito Santo; MARCELO BRANDAO, Federal University of Espírito Santo; Maria Clara Leite, Universidade Federal do Espírito Santo; Walter Assis, Universidade Federal do Espírito Santo - UFES

ABSTRACT

This manuscript aims to investigate whether shoppers in street retail agglomerations enjoy the experiences that the location can provide. It seeks to understand how the place (region) can help explain the shopping trip in these environments. Through a qualitative approach, 22 shoppers were observed and analyzed. The chosen location was a well-known street retail agglomeration at a local level, in the state of Espírito Santo, in Brazil. Coding techniques were used for data analysis. The findings demonstrate that all expected experiences were present, with only one having a negative element, noise, and all the others being positive. Another discovery was the possibility of the site acting as a frame, as a living room and as a stage. The study then brings both theoretical and practical contributions, advancing site marketing literature and supporting authorities and marketers.