Abstract

PENALOZA, Verónica; DENEGRI, Marianela  and  GERHARD, Felipe. Let's go to the fair? A study about the motivations to frequent flea markets. Pensam. gest. [online]. 2015, n.38, pp.16-32. ISSN 1657-6276.  https://doi.org/10.14482/pege.37.7020.

This work aims to develop and validate a scale to measure the reasons why consumers frequent flea markets, alternative markets that grow and prevail; nonetheless, they are forgotten by the area of consumer bahavior. The study was carried out in two flea markets, in the region of Santiago and Temuco, Chile. The data were subjected to Exploratory Factor Analysis and, subsequently, the obtained structure was tested by using Confirmatory Factor Analysis. The differences of location and socioeconomic levels were also explored by using ANOVA. The results indicate that the scale reached satisfactory levels of reliability and validity as the variables were grouped into two constructs related to hedonic and utilitarian motivations. Although in all social levels is observed the predominance of utilitarian reasons as motivations to attend the fairs, in despite the hedonic reasons, the lower socioeconomic levels show stronger hedonic motivations. Similar result is observed at regional level, where the Fair of Temuco presents higher hedonic outcomes than the Fair of Santiago.

Keywords : Alternative markets; flea markets; hedonic and utilitarian consumption.

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