Crowding and Shopping Value in Low-Income Retail Centers

Authors

  • Izabelle Quezado Universidade de Fortaleza - UNIFOR
  • Rômulo Bernardino Lopes da Costa Universidade Estadual do Ceará - UECE
  • Verónica Peñaloza Universidade Estadual do Ceará - UECE

DOI:

https://doi.org/10.5902/198346596274

Abstract

Considering the great potential of low-income consumption, this research is based on the scales developed by Babin, Darden and Griffin (1994) and by Machleit, Kellaris and Eroglu (1994), aiming to investigate hedonic and utilitarian consumer behavior and its relation with low-income perception of crowding. A research was performed with 404 consumers in real store environment and the results showed that consumers revealed being prone to utilitarian behavior in both centers. About crowding phenomenon, the consumers felt more uncomfortable by crowding at the commercial center with less infrastructure. There were indices that this discomfort was less intense in hedonic consumers.

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Author Biographies

Izabelle Quezado, Universidade de Fortaleza - UNIFOR

Doutoranda em Administração de Empresas pela Universidade de Fortaleza (UNIFOR). Mestre em Administração pela Universidade Estadual do Ceará (UECE).

Rômulo Bernardino Lopes da Costa, Universidade Estadual do Ceará - UECE

Mestre em Administração pela Universidade Estadual do Ceará (UECE).

Verónica Peñaloza, Universidade Estadual do Ceará - UECE

Pós-doutora pela Universidad de la Frontera, Chile. Doutora em Economia pela Universidade de São Paulo (USP). Professora do curso de Mestrado em Administração da Universidade Estadual do Ceará (UECE).

 

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Published

2014-04-30

How to Cite

Quezado, I., Costa, R. B. L. da, & Peñaloza, V. (2014). Crowding and Shopping Value in Low-Income Retail Centers. Revista De Administração Da UFSM, 7(1), 49–64. https://doi.org/10.5902/198346596274

Issue

Vol. 7 No. 1 (2014): Jan-Mar

Section

Articles

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