The Scenario of Street Markets (Ferias Libres) in Chile: Their Acts and Experiences

Consuming is an emotional act. Many investigations have been centered in studying the consumer and its performance in retailing, however, no consideration has been taken of the importance of the traditional channel and their purchasing experience. In order to know the consuming behavior, work was conducted under the “theatrical“ of Joseph Pine II and James Gilmore, placing the consumer as protagonist of the action in the scenario of shopping (in street markets), in order to understand latent consuming opportunities and to generate an offer of value in the different distribution channels, both massive and traditional.

Citation:

Luz Maria Molinos, Luis Saez, Daniella Saldivia, and Francisca Sorolla (2008) ,"The Scenario of Street Markets (Ferias Libres) in Chile: Their Acts and Experiences", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 229-230.