ID: 11411
Authors:
Marcelo Milano Falcão Vieira, Luiz Henrique Lemos.
Source:
GESTÃO.Org - Revista Eletrônica de Gestão Organizacional, v. 1, n. 2, p. 1-17, July-December, 2003. 17 page(s).
Keyword:
habitus , location patterns , luxury brand high prestige stores , market positioning , symbolic capital
Document type: Article (Portuguese)
Show Abstract
This paper aims at analyzing to what extent can the location of high prestige shops be considered a pre-condition for researching market positioning goals, using the approach of the manifestation of habitus of the symbolic capital’s owner group. This factor is believed to become even more critical in the metropolitan area of Rio de Janeiro, given the historical-cultural legacy of this urban space. Theoretical support derived from researching and enriching concepts such as symbolic grammar, the hermeneutic of space, brand semiotics, and high prestige products. The assumption made here is that the high prestige shops which do not follow the spatial code and references, conscious or consciously established by the groups who own the symbolic capital are putting their market positioning at risk, particularly in Rio de Janeiro metropolitan area where such element plays a critical role. The exploratory method of study follows a sectional perspective with primary data being collected through in depth interviews. This method made it possible to identify the feelings and perceptions of those consumers and retailers clearly involved in the market of high prestige items. The data obtained was then organized and analyzed vis-à-vis the theoretical background built. Results showed that the locational factor of the group who owns the symbolic capital does influence the positioning of high prestige shops in Rio de Janeiro.
