Brazilian Culture and Relationship Marketing: An Ethnographic Study in Retail
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12055 |
Resumo: | This study was conducted in order to understand how Brazilian cultural traits are manifested in the relations of trade between employees of micro and small retailers and their customers. How, in marketing, one of the theoretical perspectives that seek to account for the relationship between businesses and consumers is relationship marketing, we sought to understand the exchanges and also to support this view. Assuming that the exchange ratio is also a commercial and social human relationship, we tried to treat the exchange as a social phenomenon. The research, qualitative in nature, was conducted in five retailers in a small city in southern Minas Gerais during the period of one year (Dec/2008 to Dec/2009) using ethnography as a method. As to results, as evidenced personalism, the warmth, the valuation of non-manual work, aversion to conflict, and the cunning knack manifested in trade relations. The main conclusion reached is that the reality of retail trade is complex and multifaceted as much as is the Brazilian culture. |
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Brazilian Culture and Relationship Marketing: An Ethnographic Study in RetailCultura Brasileira e Marketing de Relacionamento: Um Estudo Etnográfico no VarejoBrazilian Culture; Relationship Marketing; Retail; Small Business.Cultura brasileira. Marketing de relacionamento. Varejo. Pequenas empresas.This study was conducted in order to understand how Brazilian cultural traits are manifested in the relations of trade between employees of micro and small retailers and their customers. How, in marketing, one of the theoretical perspectives that seek to account for the relationship between businesses and consumers is relationship marketing, we sought to understand the exchanges and also to support this view. Assuming that the exchange ratio is also a commercial and social human relationship, we tried to treat the exchange as a social phenomenon. The research, qualitative in nature, was conducted in five retailers in a small city in southern Minas Gerais during the period of one year (Dec/2008 to Dec/2009) using ethnography as a method. As to results, as evidenced personalism, the warmth, the valuation of non-manual work, aversion to conflict, and the cunning knack manifested in trade relations. The main conclusion reached is that the reality of retail trade is complex and multifaceted as much as is the Brazilian culture.O presente estudo foi realizado com o objetivo de compreender como os traos culturais brasileiros se manifestam nas relaes de troca comercial entre funcionrios de micro e pequenas empresas varejistas e seus consumidores. Como, na rea de marketing, uma das perspectivas tericas que buscam dar conta das relaes entre empresas e consumidores o marketing de relacionamento, procurou-se compreender as trocas tendo tambm esta perspectiva como suporte. Partindo do pressuposto de que a relao de troca comercial tambm uma relao humana e social, procurou-se tratar a troca como um fenmeno social. A pesquisa, de natureza qualitativa, foi realizada em cinco empresas varejistas de um municpio de pequeno porte no Sul de Minas Gerais um supermercado, uma farmcia, uma panificadora, um posto de combustveis e uma loja de hortifrutigranjeiros durante o perodo de um ano (dez/2008 a dez/2009) utilizando-se como mtodo a etnografia. A observao participante e a entrevista em profundidade foram utilizadas como tcnica de coleta de dados. Quanto aos resultados, evidenciou-se como o personalismo, a cordialidade, a no valorizao do trabalho manual, a averso ao conflito, a malandragem e o jeitinho se manifestaram nas relaes comerciais. A principal concluso a que se chegou a de que a realidade das trocas comerciais no varejo complexa e multifacetada tanto quanto o a cultura brasileira. No final deste trabalho, so apresentadas as implicaes tericas e metodolgicas para a rea acadmica de marketing e as implicaes gerenciais, especialmente para as empresas varejistas.Universidade Nove de Julho - Uninove2014-11-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1205510.5585/remark.v13i5.2395ReMark - Revista Brasileira de Marketing; v. 13, n. 5 (2014): Julho - Setembro; 47-642177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12055/5698Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessLourenço, Cléria Donizete da Silva2019-02-19T17:43:04Zoai:https://periodicos.uninove.br:article/12055Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:43:04REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Brazilian Culture and Relationship Marketing: An Ethnographic Study in Retail Cultura Brasileira e Marketing de Relacionamento: Um Estudo Etnográfico no Varejo |
title |
Brazilian Culture and Relationship Marketing: An Ethnographic Study in Retail |
spellingShingle |
Brazilian Culture and Relationship Marketing: An Ethnographic Study in Retail Lourenço, Cléria Donizete da Silva Brazilian Culture; Relationship Marketing; Retail; Small Business. Cultura brasileira. Marketing de relacionamento. Varejo. Pequenas empresas. |
title_short |
Brazilian Culture and Relationship Marketing: An Ethnographic Study in Retail |
title_full |
Brazilian Culture and Relationship Marketing: An Ethnographic Study in Retail |
title_fullStr |
Brazilian Culture and Relationship Marketing: An Ethnographic Study in Retail |
title_full_unstemmed |
Brazilian Culture and Relationship Marketing: An Ethnographic Study in Retail |
title_sort |
Brazilian Culture and Relationship Marketing: An Ethnographic Study in Retail |
author |
Lourenço, Cléria Donizete da Silva |
author_facet |
Lourenço, Cléria Donizete da Silva |
author_role |
author |
dc.contributor.author.fl_str_mv |
Lourenço, Cléria Donizete da Silva |
dc.subject.por.fl_str_mv |
Brazilian Culture; Relationship Marketing; Retail; Small Business. Cultura brasileira. Marketing de relacionamento. Varejo. Pequenas empresas. |
topic |
Brazilian Culture; Relationship Marketing; Retail; Small Business. Cultura brasileira. Marketing de relacionamento. Varejo. Pequenas empresas. |
description |
This study was conducted in order to understand how Brazilian cultural traits are manifested in the relations of trade between employees of micro and small retailers and their customers. How, in marketing, one of the theoretical perspectives that seek to account for the relationship between businesses and consumers is relationship marketing, we sought to understand the exchanges and also to support this view. Assuming that the exchange ratio is also a commercial and social human relationship, we tried to treat the exchange as a social phenomenon. The research, qualitative in nature, was conducted in five retailers in a small city in southern Minas Gerais during the period of one year (Dec/2008 to Dec/2009) using ethnography as a method. As to results, as evidenced personalism, the warmth, the valuation of non-manual work, aversion to conflict, and the cunning knack manifested in trade relations. The main conclusion reached is that the reality of retail trade is complex and multifaceted as much as is the Brazilian culture. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014-11-06 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12055 10.5585/remark.v13i5.2395 |
url |
https://periodicos.uninove.br/remark/article/view/12055 |
identifier_str_mv |
10.5585/remark.v13i5.2395 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12055/5698 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 13, n. 5 (2014): Julho - Setembro; 47-64 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138640903798784 |