Pensamiento & Gestión
On-line version ISSN 2145-941X
This exploratory study explains from an ethnographic perspective the rituals that neighborhood's shopkeepers have promoted in the family niche and in their business area of influence. During the research development we applied ethnographic and ethnological methods. 24 in-depth interviews were applied with shopkeepers of Barranquilla and Neiva; 20 hours of participant and non-participant observation were spent and different documents were analyzed. The rituals proposal resulting from the theoretical review and the obtained categories, indicates that actions of the shopkeepers are determined by an accepted and shared cultural environment. They use two types of rituals related with the: 1. Annual time: passages, "agüeristas", integration. 2. Particular intention: Prayer, possession, spoliation of meaning, personal arrangement, perception of oneself, investment in objects and of extension for more with integration the community where they deliver their services.
Keywords : Traditional stores; rituals; ethnomarketing.