Comportamento Pedonal em Shopping Centers: Uma análise comparativa em Uberlândia - MG

Abstract

The research explores the evolution of shopping centers since 1916, highlighting their global presence and growth in Brazil. It analyzes the real estate nature of these ventures, their role in decentralizing cities, and the impact on consumption dynamics. The study covers different product life cycle phases and various typologies, addressing the crisis faced and the model's update with a focus on entertainment. It underscores the importance of market studies in understanding consumer behavior and the challenge of designing these spaces effectively, emphasizing the need for planning to mitigate the risks of failed inertial buildings. With a focus on pedestrian behavior, the work sheds light on the significance of flow in commerce, examining elements such as physical layout, design, architecture, and cultural and economic influences. To achieve this, the research proposes a methodology that combines spatial analyses, field observations, and questionnaires with the aim of comprehending internal dynamics and providing designers with insights for better project decisions. The goal is to contribute to retail science and the development of more efficient projects in medium-sized cities by comparing results from two establishments, Center Shopping and Uberlândia Shopping in UberlândiaMG, investigating which one offers better conditions for visitors. Therefore, it analyzes the influence of spatial configuration on consumer dynamics, highlighting that internal organization, diversity of the store mix, and ease of access are determining factors. The research also reveals that, despite similarities between the malls, Center Shopping stands out due to its centralized location and accessibility, making it more favorable for pedestrians.