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Consumers' social representations in hypermarkets: Presidente Prudente and São José do Rio Preto

Grant number: 13/25522-0
Support type:Scholarships in Brazil - Scientific Initiation
Effective date (Start): January 01, 2014
Effective date (End): December 31, 2014
Field of knowledge:Humanities - Geography - Human Geography
Principal researcher:Eda Maria Góes
Grantee:Luana Milani da Silva
Home Institution: Faculdade de Ciências e Tecnologia (FCT). Universidade Estadual Paulista (UNESP). Campus de Presidente Prudente. Presidente Prudente , SP, Brazil
Associated research grant:11/20155-3 - Socio-economic cohesion and contemporary spatial practices: cities of medium size and consumption, AP.TEM


Contemporary transformations on consumption involve several factors according to characteristics of the various societies and the process of globalization of capital. In Brazil, among the various patterns of inequalities, the new spatial practices related to consumption are a part of elemental analysis, as embodying actions and objects coming from different social vectors, both those from the economic logic that comes from how the logical representational. Notably trends that give impetus to these processes are also, to some extent, these results, referring to the degree of complexity that surrounds the issue. Identify the role of social representations in the dynamics of new consumption practices contemporary representational means identifying the changes - and the positions generated by these - that occurred in the context of the social thought of the affected population segments. The visibility of new social practices regarding consumption may be perceived, particularly in locations such as hypermarkets, although showing greater or lesser share of sales according to market fluctuations and dynamics of competing forms, featuring a new branch of contemporary forms of consumption. One of the factors that significantly influence the new consumption practices is the expansion of banking services and access to credit, with emphasis on the widespread use of credit cards at these locations. This study aims to research the social representations formed by consumer credit card users in hypermarkets, within each city surveyed, forming thus a general framework about the relationship between urban and consumption, allowing a characterization of locational choices and logical linked to spatial practices and representations of private spaces for collective use. Social representations are present in societies and their study may contribute to understanding aspects of the positions of their social groups. The phenomenon of social representation was identified and became the object of understanding in social psychology through the theory of social representations.

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