A construção do mercado de shoppings de atacado de moda em Maringá

• Ano de defesa: 2015
• Autor(a) principal: Levinton, Sabrina Giselle
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Estadual de Maringá; Brasil; Departamento de Administração; Programa de Pós-Graduação em Administração; UEM; Maringá, PR; Centro de Ciências Sociais Aplicadas
• Palavras-chave em Português: Construção de mercado; Marketing; Shopping de atacado; Moda; Práticas de Marketing; Maringá; Paraná (Estado); Brasil.; Market making; Marketing practices; Fashion; Paraná (State); Brazil.; Ciências Sociais Aplicadas; Administração
• Link de acesso: http://repositorio.uem.br:8080/jspui/handle/1/3242

Markets from the point of view of market-making approach are plastic phenomena and result of an ongoing process that varies through time, the context they face and society and occur from the interaction of several agents that through new practices seek to stabilize the exchange. Placed in the context of the expansion of knowledge about market-making this qualitative research aims to understand the construction of the market of fashion wholesale shopping malls in the city of Maringá. To achieve this goal were conducted 12 interviews with wholesale trade union leaders; managers of malls wholesalers fashion; managers / directors owners fashion brands stores in fashion wholesale shopping malls and retailers related to the Maringa market between the period June-December 2014 as well as analysis of newspapers and publications between the periods 1982 to 1999 and following the period between 2013 and 2015 for newspapers and publications between the period 2013 to 2015. With regard to market-making approach discussed and analysed in this study, it was observed that the fabric of wholesalers malls fashion market in Maringa occurred after the integration of agents of different levels and contexts as factories, Sindvest and Maringa's city hall. According to the increase of the number of buyers coming from other cities grew the investors interested in the development model for the wholesale, more precisely to establish themselves within the wholesale malls. It was observed that although there is interaction and participation of various motivators, few changes have occurred in relation to marketing practices since the emergence of the wholesale malls fashion market in Maringa for 25 years and stand out as: 1) practices exchange: reshaping the market through individual marketing strategies for each fashion wholesale shopping and restructure the relationship with the fashion agent; 2) representational practices: spectacle of reality through models configured in fashion shows representing as it should be the fashion market; 3) regulatory practices: incorporation of other agents as Sivamar in order to establish specific standards for the wholesale segment of fashion. Each of these practices separately influences the other practice.