An analysis of the attributes of flea markets considered relevant by shoppers: Evidence from Latin America Un análisis a los atributos relevantes de los mercados de las pulgas para los compradores: Evidencia desde América latina

Olavarrieta, S; Manzur E.; Farías P.; Hidalgo, P.


Marketing researchers have constantly studied formal markets (e.g., supermarkets, department stores). However, few marketing studies have investigated informal markets (e.g., the flea markets). Additionally, these few studies have taken place in developed countries. The main objective of this article is to identify the relevant attributes of flea markets for Latin American shoppers. In this work, the most frequented flea market in Chile is analyzed. The authors concluded that heavy flea market shoppers considered the flea market to be an enjoyable place to shop (e.g., friendly service), offering a wide variety of goods (e.g., bargains, antiques, discontinued products) and low prices; while light shoppers had misgivings about the products (low quality), the services (informality, dirtiness, low guarantees) and ethical problems (tax evasion, stolen goods) associated with flea markets. These results indicate that flea markets do not compete directly with the formal markets.

Más información

Título de la Revista: Revista de Ciencias Sociales
Volumen: 14
Número: 3
Fecha de publicación: 2008
Página de inicio: 468
Página final: 478