Compras em supermercado de vizinhança após o horário de trabalho: uma etnografia de consumo

Abstract

The purpose of this thesis was to study the consumer behavior in order to identify the implications in shopping at a supermarket in the neighborhood after working hours. For this survey, ethnography was the technique of choice in which the person who conducted the survey visited the supermarket (work locus) for 40 days, where the consumer s behavior was observed. Ten (10) subjects were surveyed. In addition to the observations written on a field diary, there were also preliminary surveys and some interviews after shopping. Each participant received a diary. Moreover, shopping receipts were collected from the people who participated in the survey. The study took place in Uberlandia, in one single location which enabled a deeper understanding of the consumer s life style. Initially, the shopping process was identified as a ritualistic, a simple routine ritual which carries meanings that reflect contemporary society. Nine (9) meaning segments were identified: 1) before the buying (purchases in anticipation/ahead of time); 2) during the purchase (hurry, practicality, merit/compensation, familiarity/ domain of the space, experience new things); 3) after buying (hedonism, family reunion and environmental changes). The results showed the neighborhood shopping after working hours as a ritual passage in which the supermarket is where the consumer starts the transition from the worker status to leisure/pleasure status (being at home enjoying family quality time and being able to rest with no chores to be done). For future studies the buying ritual can be analyzed during the evening snack purchases which family members usually gather.