A configuração da imagem de um shopping center na percepção de consumidores locais

Abstract

The present work consists in identifying the image of Shopping Center Iguatemi Caxias, in the perspective of local consumers. Images are understood as a being organized as a net of meanings or schemes, which are arranged around a few central elements, socially accepted and shared. Identifying the mental image that consumers have regarding mall is relevant to direct marketing strategies and actions. Starting from exploratory research was used Method of Imagem Configuration (MCI), an already tested and validated research instrument for identification of images in organizations, products, services and brands, we tried to identify, within a sample of 400 consumers, to identify which is the collective image of consumers on the mall under study. With base on the Central Nucleus Theory, was identified the attributes and dimensions (cognitive, emotional, functional and symbolic) related to images formed by the consumers. The results were displayed in the Graphic of Image Configuration (GCI), which presents the attributes that make up the images of the mall, the proximity of these attributes with the Central Image and the size they belong. Based on the results, it is understood that the image of the mall is more closely linked to functional elements, that means, the physical features it offers and symbolic elements, that is, the meaning that the mall represents and conveys to consumers.