A rua comercial e o consumidor : fatores norteadores de decisões e escolhas de lugares.

Abstract

In 2016 trade in Brazil was still experiencing a major economic crisis, registering the worst in 16 years, according to the National Confederation of Commerce (CNC) and breaking records layoffs, falling sales and closing stores. The problem of this research consists in the absence of systematization of information related to commercial architecture and urban design that, according to the user's perception, guide projects to revitalize shopping centers so that the activities carried out in these places reach commercial success and the urban area maintains or seek the quality and visual identity of the center. In this way, the comparison between the perceptions of different groups of users in relation to the commercial streets is of extreme importance for this study. Therefore, it will be investigated whether the variable physical characteristics of the commercial streets interfere in the decision of the choice of the place by the pedestrians. In this context, the general objective of the research is to analyze and identify the physical characteristics of public space and the perception of users influencing the choice of place, in order to provide subsidies for establishments and shopping streets, that are currently in decline or disqualified, be able to restructure in the trade taking into account the consumption and esthetics of the cities. The case study of this research was done in the municipality of Santa Maria in the state of Rio Grande do Sul, in the shopping streets with the highest incidence of establishments of the city, Camp Street and Rua Doutor Bozano. The methodological procedures used in this research were: physical survey, counting technique, visual representations - photomontages, place-centered behavioral maps, behavioral maps centered on the individual and questionnaires. The features that matter when choosing to attend the street are: be close to the bus stop; presence of awnings, marquees and or roofs; have rotating parking; take taxi point; be close to the boardwalk and have large concentration of stores in the same industry. The fact of liking or not of the street also has relation with some personal factors as: sex, age group and schooling. The factors that influence to enter the store are attractive showcase, many ads in front of the store, parking for guests, in-store music, good smell coming from the store and find the beautiful building. The study showed that the high concentration of people in a few spots, the bus lane presence, street furniture and the availability of parking on the road may be favorable for some traders and unfavorable to others. It is expected that the results of this study can provide subsidies for establishments and streets can identify these variants in order to convert them into allied to attract the desired audience into the store, always meeting the issue of consumption and aesthetics of cities.