Resumen

PENALOZA, Verónica; DENEGRI CORIA, Marianela; LOPES FERREIRA DE SOUZA, Lucas  y  GERHARD PAULA SOUSA, Felipe. Consumption in alternative markets for low incomes: A study at Parangaba’s Fair - Brasil. Polis [online]. 2015, vol.14, n.41, pp.481-497. ISSN 0718-6568.  http://dx.doi.org/10.4067/S0718-65682015000200028.

Considering quantitative and qualitative methods as approaches that have the potential to complement each other, this study aims at understanding the consumers of alternative market. One of the findings of the research is that the option for fun generates an important agregated value that affects place-of-purchase decision. Small-scale commerce, personalized attention and bond with customers are features originated from the reality observed in fairs, which may be a relevant reference for business planning in those emerging sectors.

Palabras clave : Hedonic consumption; utilitarian consumption; Low-Income consumption; alternative markets.

        · resumen en Español | Portugués     · texto en Español     · Español ( pdf )