Um estudo sobre estratégia de criação de valor em marketing para shopping centers

Detalhes bibliográficos
Autor(a) principal: Grinberg, Patricia Betina
Data de Publicação: 2018
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
Texto Completo: https://tede2.pucsp.br/handle/handle/21477
Resumo: In recent years, the way retail trade has been carried out has undergone major changes. With the emergence of the internet and e-commerce, with globalization and new marketing strategies, retailing has suffered consequences in terms of consumer habits, preferences and behavior. The shopping centers, perceived as important retail centers, were affected by these changes. In addition, the accelerated growth in the numbers of malls in large metropolises intensified competition between these centers, which ended up impacting on the volume of sales and the flow of consumers. By means of a theoretical survey and the association of a technique of mixed methods, with the application of a qualitative research carried out with executives of the sector and also the conduction of a quantitative study done with shoppers, this study analyzes the impact of these transformations on the creation of value in shopping malls, aiming to identify the main strategies of this sector in the current scenario for value generation in shopping malls marketing. The results of the quantitative survey shows a consumer who chooses to visit the mall that he/she likes the most and closest to his or her residence; that, in addition to consuming, he/she enjoys going to the mall to eat, stroll and perform leisure activities; and that he/she values aspects such as location, access, security, diversity of stores, variety of food options and items related to the comfort of the environment. This consumer also does not perceive some kind of communication from the mall to him and often buys products on-line, mainly due to the convenience, agility and diversity of options at this disposal. Half of the respondents decreased their visits to the mall after using e-commerce. The analysis of the qualitative study, in turn, shows that the interviewees suggest that the shopping malls become places of coexistence and experience, providing customers, in addition to traditional stores, a diversity of space options for food, leisure and services. With the objective of developing value creation strategies in a shopping center, both researches converge to the need to reinvent shopping malls so that harmony and partnership between physical commerce and the digital universe can be developed
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spelling Las Casas, Alexandre Luzzihttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8015446P7Grinberg, Patricia Betina2018-10-05T12:08:14Z2018-08-29Grinberg, Patricia Betina. Um estudo sobre estratégia de criação de valor em marketing para shopping centers. 2018. 158 f. Dissertação (Mestrado em Administração) – Programa de Estudos Pós-Graduados em Administração, Pontifícia Universidade Católica de São Paulo, São Paulo, 2018.https://tede2.pucsp.br/handle/handle/21477In recent years, the way retail trade has been carried out has undergone major changes. With the emergence of the internet and e-commerce, with globalization and new marketing strategies, retailing has suffered consequences in terms of consumer habits, preferences and behavior. The shopping centers, perceived as important retail centers, were affected by these changes. In addition, the accelerated growth in the numbers of malls in large metropolises intensified competition between these centers, which ended up impacting on the volume of sales and the flow of consumers. By means of a theoretical survey and the association of a technique of mixed methods, with the application of a qualitative research carried out with executives of the sector and also the conduction of a quantitative study done with shoppers, this study analyzes the impact of these transformations on the creation of value in shopping malls, aiming to identify the main strategies of this sector in the current scenario for value generation in shopping malls marketing. The results of the quantitative survey shows a consumer who chooses to visit the mall that he/she likes the most and closest to his or her residence; that, in addition to consuming, he/she enjoys going to the mall to eat, stroll and perform leisure activities; and that he/she values aspects such as location, access, security, diversity of stores, variety of food options and items related to the comfort of the environment. This consumer also does not perceive some kind of communication from the mall to him and often buys products on-line, mainly due to the convenience, agility and diversity of options at this disposal. Half of the respondents decreased their visits to the mall after using e-commerce. The analysis of the qualitative study, in turn, shows that the interviewees suggest that the shopping malls become places of coexistence and experience, providing customers, in addition to traditional stores, a diversity of space options for food, leisure and services. With the objective of developing value creation strategies in a shopping center, both researches converge to the need to reinvent shopping malls so that harmony and partnership between physical commerce and the digital universe can be developedNos últimos anos, a forma como o comércio varejista é realizado tem sofrido grandes transformações. Com o surgimento da internet e do e-commerce, da globalização e de novas estratégias de marketing, o varejo sofre consequências no que tange a hábitos, preferências e comportamento do consumidor. Os shopping centers, percebidos como fortes centros de compra varejista, foram afetados por essas mudanças. Além disso, o crescimento acelerado do número de shopping centers nas grandes metrópoles intensificou a concorrência entre esses centros, o que impacta no volume de vendas e no fluxo de consumidores. Por meio de um levantamento teórico e pela a associação de uma técnica de métodos mistos, com a aplicação de uma pesquisa qualitativa realizada com executivos do setor e também a condução de um estudo quantitativo feito com frequentadores de shopping, este estudo analisa o impacto dessas transformações na criação de valor em shopping centers, tendo como objetivo identificar as principais estratégias deste setor no atual cenário para geração de valor em marketing de shopping centers. O resultado da pesquisa quantitativa mostra um consumidor que escolhe visitar o shopping que mais gosta e mais próximo de sua residência; que, além de consumir, aprecia ir ao shopping para comer, passear e realizar atividades de lazer; e que valoriza aspectos como localização, acesso, segurança, diversidade de lojas, variedade de opções de alimentação e itens relacionados ao conforto do ambiente. Este consumidor também não percebe algum tipo de comunicação do shopping para com ele e frequentemente compra produtos on-line principalmente em função da comodidade, agilidade e diversidade de opções à sua disposição. Metade dos respondentes diminuiu suas visitas ao shopping após utilizarem o e-commerce. A análise do estudo qualitativo, por sua vez, demonstra que os entrevistados sugerem que os shoppings transformem-se em locais de convivência e experiência, disponibilizando aos clientes, além das lojas tradicionais, uma diversidade de opções de espaços para alimentação, lazer e serviços. Com o objetivo de desenvolver estratégias de criação de valor em shopping centers, ambas as pesquisas convergem para a necessidade da reinvenção dos shoppings, de forma que possa ser desenvolvida a harmonia e a parceria entre o comércio físico e o universo digitalCoordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/46849/Patricia%20Betina%20Grinberg.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em AdministraçãoPUC-SPBrasilFaculdade de Economia, Administração, Contábeis e AtuariaisCentros comerciaisValor (Economia)Comércio eletrônicoMarketingComércio varejista - MarketingShopping centersValueElectronic commerceRetail trade - MarketingCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOUm estudo sobre estratégia de criação de valor em marketing para shopping centersinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTPatricia Betina Grinberg.pdf.txtPatricia Betina Grinberg.pdf.txtExtracted texttext/plain317618https://repositorio.pucsp.br/xmlui/bitstream/handle/21477/4/Patricia%20Betina%20Grinberg.pdf.txt28fd5426f49254ce97919041945b1bafMD54LICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv Um estudo sobre estratégia de criação de valor em marketing para shopping centers
title Um estudo sobre estratégia de criação de valor em marketing para shopping centers
spellingShingle Um estudo sobre estratégia de criação de valor em marketing para shopping centers
Grinberg, Patricia Betina
Centros comerciais
Valor (Economia)
Comércio eletrônico
Marketing
Comércio varejista - Marketing
Shopping centers
Value
Electronic commerce
Retail trade - Marketing
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
title_short Um estudo sobre estratégia de criação de valor em marketing para shopping centers
title_full Um estudo sobre estratégia de criação de valor em marketing para shopping centers
title_fullStr Um estudo sobre estratégia de criação de valor em marketing para shopping centers
title_full_unstemmed Um estudo sobre estratégia de criação de valor em marketing para shopping centers
title_sort Um estudo sobre estratégia de criação de valor em marketing para shopping centers
author Grinberg, Patricia Betina
author_facet Grinberg, Patricia Betina
author_role author
dc.contributor.advisor1.fl_str_mv Las Casas, Alexandre Luzzi
dc.contributor.authorLattes.fl_str_mv http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8015446P7
dc.contributor.author.fl_str_mv Grinberg, Patricia Betina
contributor_str_mv Las Casas, Alexandre Luzzi
dc.subject.por.fl_str_mv Centros comerciais
Valor (Economia)
Comércio eletrônico
Marketing
topic Centros comerciais
Valor (Economia)
Comércio eletrônico
Marketing
Comércio varejista - Marketing
Shopping centers
Value
Electronic commerce
Retail trade - Marketing
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
dc.subject.eng.fl_str_mv Comércio varejista - Marketing
Shopping centers
Value
Electronic commerce
Retail trade - Marketing
dc.subject.cnpq.fl_str_mv CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
description In recent years, the way retail trade has been carried out has undergone major changes. With the emergence of the internet and e-commerce, with globalization and new marketing strategies, retailing has suffered consequences in terms of consumer habits, preferences and behavior. The shopping centers, perceived as important retail centers, were affected by these changes. In addition, the accelerated growth in the numbers of malls in large metropolises intensified competition between these centers, which ended up impacting on the volume of sales and the flow of consumers. By means of a theoretical survey and the association of a technique of mixed methods, with the application of a qualitative research carried out with executives of the sector and also the conduction of a quantitative study done with shoppers, this study analyzes the impact of these transformations on the creation of value in shopping malls, aiming to identify the main strategies of this sector in the current scenario for value generation in shopping malls marketing. The results of the quantitative survey shows a consumer who chooses to visit the mall that he/she likes the most and closest to his or her residence; that, in addition to consuming, he/she enjoys going to the mall to eat, stroll and perform leisure activities; and that he/she values aspects such as location, access, security, diversity of stores, variety of food options and items related to the comfort of the environment. This consumer also does not perceive some kind of communication from the mall to him and often buys products on-line, mainly due to the convenience, agility and diversity of options at this disposal. Half of the respondents decreased their visits to the mall after using e-commerce. The analysis of the qualitative study, in turn, shows that the interviewees suggest that the shopping malls become places of coexistence and experience, providing customers, in addition to traditional stores, a diversity of space options for food, leisure and services. With the objective of developing value creation strategies in a shopping center, both researches converge to the need to reinvent shopping malls so that harmony and partnership between physical commerce and the digital universe can be developed
publishDate 2018
dc.date.accessioned.fl_str_mv 2018-10-05T12:08:14Z
dc.date.issued.fl_str_mv 2018-08-29
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
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dc.identifier.citation.fl_str_mv Grinberg, Patricia Betina. Um estudo sobre estratégia de criação de valor em marketing para shopping centers. 2018. 158 f. Dissertação (Mestrado em Administração) – Programa de Estudos Pós-Graduados em Administração, Pontifícia Universidade Católica de São Paulo, São Paulo, 2018.
dc.identifier.uri.fl_str_mv https://tede2.pucsp.br/handle/handle/21477
identifier_str_mv Grinberg, Patricia Betina. Um estudo sobre estratégia de criação de valor em marketing para shopping centers. 2018. 158 f. Dissertação (Mestrado em Administração) – Programa de Estudos Pós-Graduados em Administração, Pontifícia Universidade Católica de São Paulo, São Paulo, 2018.
url https://tede2.pucsp.br/handle/handle/21477
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dc.publisher.none.fl_str_mv Pontifícia Universidade Católica de São Paulo
dc.publisher.program.fl_str_mv Programa de Estudos Pós-Graduados em Administração
dc.publisher.initials.fl_str_mv PUC-SP
dc.publisher.country.fl_str_mv Brasil
dc.publisher.department.fl_str_mv Faculdade de Economia, Administração, Contábeis e Atuariais
publisher.none.fl_str_mv Pontifícia Universidade Católica de São Paulo
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