Perception of Value and Experience in Shopping in Betim: Viability of Attracting the A/b Audience

Bruna Cássia Cardoso Firmiano; Renato Elston Gomes

DOI: 10.22167/2675-6528-202602748

Article derived from a Course Conclusion Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.

Summary

This study analyzed the perception of value and the consumption experience in a shopping mall in Betim (MG), with the objective of investigating the viability of attracting and retaining consumers from classes A and B in a highly competitive scenario in the Metropolitan Region of Belo Horizonte. The research adopted a mixed approach, with a quantitative predominance, and applied a structured questionnaire to 100 respondents. Complementarily, it used secondary data from the Brazilian Institute of Geography and Statistics and specialized literature on consumer behavior and marketing. The results indicated that the consumption decision is influenced by the store mix, the presence of brands with high brand equity, infrastructure, gastronomy, and leisure experiences, highlighting perceived value as a central factor. It was observed that consumers from classes A and B show greater sensitivity to symbolic attributes and tend to concentrate their consumption flows in consolidated developments in the capital. It was concluded that the low attractiveness of the development results from a misalignment between its value proposition, strategic positioning, and the target audience’s expectations, suggesting the need to qualify the consumption experience and strengthen symbolic attributes for a brand repositioning.

Keywords: shopping center attractiveness; consumer behavior; shopping experience; strategic positioning; market segmentation.

1. Introduction

The shopping center sector in the Metropolitan Region of Belo Horizonte (RMBH) plays a central role in value generation and differentiation, in an environment of high competitiveness. Attracting consumers with higher purchasing power requires developments to align the mix of stores, the environment, and the level of competitiveness, considering the wide distribution of these establishments in the region. Market segmentation, according to Kotler and Keller (2016), is essential for aligning the value proposition with the target audience’s expectations, which encompass functional, emotional, and symbolic benefits.

Understanding consumer behavior is fundamental, as it involves processes of perception, value formation, decision-making, and the influence of social and economic characteristics on consumption choices, as highlighted by Solomon (2020). This perspective broadens the evaluation of commercial establishments, since consumers consider not only products but also the meanings and experiences associated with the consumption environment. Krowicki and Maciejewski (2024) reinforce the importance of value creation and consumer engagement for shopping center management, crucial elements for competitiveness.

In this context, perceived value and consumer engagement complement traditional attributes such as location, variety, and convenience. Strategic positioning, in turn, refers to how a company differentiates itself and gains relevance in the consumer’s mind, highlighting its competitive advantages (Riess and Trout, 2009). Malls located outside the capital face the challenge of attracting and retaining consumers in the face of competition from already consolidated developments.

This study analyzes Shopping P, located in Betim (MG), a municipality about 30 km from Belo Horizonte, which presents specific socioeconomic characteristics. Betim registered a population growth of approximately 50% between 1991 and 2022, increasing from 170,616 to 411,846 inhabitants, and has a per capita GDP of R$ 116,003.52 (IBGE, 2022). These data indicate economic robustness and consumption potential, especially for audiences with higher purchasing power.

Despite the economic potential, it is observed that a significant portion of Betim’s consumers still prefer to make their purchases in Belo Horizonte. This suggests that Shopping P does not fully meet the expectations of the A and B class public, especially regarding the offering of brands, the sophistication of the infrastructure, and the quality of the experience provided. This experiential gap affects the perceived value and purchasing decision of consumers, revealing a misalignment between the value proposition, strategic positioning, and the target audience’s expectations.

The low attractiveness of the venture for classes A and B, in a scenario of high competitiveness in the RMBH, indicates the need to qualify the consumption experience and strengthen symbolic attributes associated with high-end consumption. Thus, the present research is justified by the relevance of understanding the factors that influence the choice and frequency of consumers with higher purchasing power in shopping centers outside large urban centers, contributing to repositioning strategies and expanding regional competitiveness. The objective of this study is to analyze the value perception, consumption experience, and the factors that influence the attraction and retention of consumers from classes A and B at Shopping P located in Betim (MG).

2. Material and Methods

The present study was characterized by a mixed methodological approach, with a quantitative predominance, complemented by an exploratory qualitative analysis. The central objective was to analyze the perception of value, the consumption experience, and the factors that influence the attraction and retention of consumers from classes A and B at Shopping P, located in Betim (MG). The research was based on the collection of primary and secondary data, aiming for a comprehensive understanding of the investigated phenomenon.

For the primary data collection, a structured questionnaire was used, developed based on the study’s objectives and the specialized literature review. The instrument’s construction considered the contributions of Kotler and Keller (2016) and Solomon (2016), who address purchase decision, consumer perception, and the factors influencing consumption behavior. The questionnaire sought to transform theoretical concepts into measurable variables.

The questions formulated in the research instrument addressed functional, experiential, and symbolic aspects of consumption. Elements such as store and brand mix, presence of premium brands, location, ease of access, infrastructure, security, comfort, gastronomy, leisure, services, differentiated experiences, and the overall image of the development were included. This comprehensiveness aimed to capture the complexity of value perception and the consumption experience.

Additionally, the questionnaire included questions about the participants’ consumption behavior, such as the frequency of visits to shopping malls, the most frequented establishment, and the average spending per visit. Questions were also included to assess respondents’ perception of Shopping P, comparing it with established malls in Belo Horizonte. The characterization of participants included place of residence, age group, monthly income, and gender identity, allowing for the contextualization of the answers.

An open-ended question was incorporated at the end of the questionnaire, with the purpose of allowing participants to express suggestions for improvements and differentials. This approach aimed to capture spontaneous perceptions that might not have been contemplated in the closed-ended response options. The intention was to enrich the understanding of the elements considered relevant for attracting and retaining the target audience.

The questionnaire application occurred in electronic format, using the Google Forms platform, between February 2nd and March 5th, 2026. The dissemination was carried out on the author’s social networks, specifically on Instagram and WhatsApp. The sample consisted of 100 participants, residing in Betim, Belo Horizonte, and in municipalities located up to 40 km from Shopping P. The sampling adopted was non-probabilistic by convenience, as described by Gil (2019).

The collected data were organized into spreadsheets for systematization and analysis. The socioeconomic classification of participants was based on declared monthly income, following the Brazilian Economic Classification Criteria of the Brazilian Association of Research Companies (2026). The quantitative data analysis was performed using descriptive statistics, with the calculation of absolute and relative frequencies, allowing the identification of behavioral patterns and preferences, according to the guidelines of Gil (2019).

The answers obtained from the open-ended question in the questionnaire were subjected to qualitative analysis. The technique of thematic categorization and content analysis was used, following the methodology proposed by Bardin (2011). This procedure allowed for the identification and interpretation of the meanings attributed by the participants to their consumption experiences and suggestions for improvement for Shopping P.

The research also incorporated secondary data for the contextualization of the study environment. Institutional reports, data from the Brazilian Institute of Geography and Statistics (IBGE), socioeconomic information from Betim, and indicators from the Atlas of Human Development in Brazil were consulted. Additionally, specialized academic literature on consumer behavior and marketing strategies was used to support the analysis.

Ethical procedures were rigorously observed, ensuring the privacy, dignity, and rights of the participants. In accordance with Law No. 13.709/2018 (LGPD), no personally identifiable data, such as name, phone number, or email, were collected, ensuring the anonymity and confidentiality of the information. The study was classified as minimal risk, following Resolution CNS No. 510/2016, and exempted from submission to the Research Ethics Committee (CEP).

3. Results and Discussion

The results presented in this section derive from the application of a structured questionnaire, developed based on the literature of consumer behavior and marketing, and complemented by secondary data. The central objective was to analyze the perception of value, the consumption experience, and the factors that influence the attractiveness of Shopping P, with a special focus on the potential for attracting and retaining consumers from classes A and B. The analysis integrates the empirical data collected with the contemporary theoretical framework and institutional information, seeking not only to describe but to critically interpret the findings. Consumer behavior, according to Kotler and Keller (2016), encompasses the selection, purchase, use, and disposal of products and services, while Solomon (2016) highlights that consumption extends to the construction of identity and social status.

The Metropolitan Region of Belo Horizonte (RMBH) is characterized by a strong concentration of consumption infrastructure, with a large number and diversity of shopping malls, especially in the capital. In contrast, peripheral municipalities, although some show significant economic capacity, such as Betim, have a more limited commercial offering. Betim, with a population of 411,846 inhabitants and a per capita GDP of R$ 116,003.52 (IBGE, 2022), demonstrates economic robustness. However, this condition does not translate into a proportional structure of shopping malls or a fully qualified consumption offering, suggesting a mismatch between the local economic potential and consumption retention in the city.

The territorial analysis of RMBH reveals that municipalities up to 40 km from Betim exhibit socioeconomic heterogeneity, with notable differences in per capita GDP. This economic fragmentation and the unequal distribution of consumption potential indicate a dependence on more consolidated urban centers, such as Belo Horizonte, to satisfy consumption demands. This scenario, however, also points to a potential for attracting the A and B class public to Shopping P, especially due to its strategic location and the lack of qualified options in its immediate surroundings.

Respondent profile and socioeconomic context

The majority of survey respondents reside in Betim, representing 63% of the sample, followed by Belo Horizonte with 20% and the Metropolitan Region with 11%, indicating a predominance of local audience, with still limited regional participation. Regarding age profile, the 25 to 34 years range was the most representative, with 61%, followed by the 35 to 44 years range (18%) and the 21 to 24 years range (14%). In relation to gender, cisgender women constituted the majority, with 55%, while cisgender men represented 40% of the sample, with other identities showing low representation. This data shows a profile of young adults, predominantly female and residing in the municipality itself.

The individual income of the participants revealed a significant presence of individuals in salary ranges from R$ 5,000.00 to R$ 10,000.00, corresponding to 33% of the sample, and from R$ 10,001.00 to R$ 20,000.00, with 28%. These results indicate a consumption potential compatible with class B and, to a lesser extent, class A, according to the Brazil Criterion (ABEP, 2026). The average spending per shopping mall visit was predominantly between R$ 201.00 and R$ 500.00, covering 47% of respondents, suggesting a moderate consumption pattern with potential for expansion, provided the venture can increase perceived value through competitive advantages.

Perception of value of Shopping P

The research revealed that 86% of respondents have visited Shopping P, while 8% know it but have never been there, and only 6% do not know it. This data indicates a high level of awareness and integration of the enterprise in the region. However, the evaluation of the experience at Shopping P is moderate: 53% classified it as “regular” and 25% as “good”. A smaller portion, 14%, considered the experience “excellent”, while 8% rated it as “very unsatisfactory”. This misalignment between high awareness and the perceived quality of the experience suggests that, despite being widely known, Shopping P still faces challenges in fully satisfying consumers, especially those from classes A and B.

Compared to consolidated shopping malls in Belo Horizonte, 55% of respondents rated Shopping P as “similar”, while 34% considered it “inferior”. This perception of similarity or inferiority, according to Pantano, Dennis, and De Pietro (2021), is constructed from the attributes and benefits perceived by the consumer in each consumption alternative. The evaluation is not isolated but results from a comparative process between the experiences offered and the expectations generated by the more consolidated ventures in the capital. This dynamic highlights the need for Shopping P to enhance its value proposition to differentiate itself in a competitive market.

The predominant perception is that Shopping P primarily serves the B/C class, with 43% of respondents indicating this segment. Furthermore, 19% associate it with the A/B classes and 15% with the C/D classes, with 14% to class C. This distribution reinforces the development’s intermediate positioning in the market. The analysis of respondents’ income brackets revealed a favorable perception of the possibility of Shopping P becoming more attractive by adopting characteristics of consolidated developments in Belo Horizonte. In the lower-income strata, the assessment that such improvements are “very relevant” was predominant, evidencing the appreciation of more qualified consumption patterns across all income brackets, with this perception being more pronounced in the higher-income strata.

Perception of value and choice criteria

The data analysis shows that diversified gastronomy, with 62% of mentions, and events and experiences, with 57%, are the main factors that would lead consumers to visit Shopping P more frequently. At a second level of importance, infrastructure improvement, with 41%, and loyalty programs, with 36%, emerge. The presence of high-end brands and stores was mentioned by 32% of respondents. These findings suggest a marked appreciation for elements related to experience and leisure, which is in line with the literature that understands the shopping center as a space that transcends the mere function of shopping (Pantano, Dennis, and De Pietro, 2021; Francisco et al., 2025).

The hierarchy of attributes observed in the research, where gastronomy and experiences were cited more than the presence of premium brands, suggests that the attractiveness for the investigated audience does not depend exclusively on the commercial mix. Instead, the construction of value and attractiveness lies in the articulation between the commercial offer, experience, leisure, and conviviality. According to Kotler and Keller (2016), perceived value is influenced by intangible dimensions such as image and experience, and “brand equity” (Keller, 2013) is crucial for positive brand perception. The absence of a larger number of premium brands was pointed out as a limitation, indicating that the enterprise’s attractiveness depends on the symbolic quality of the brands, and not just the quantity of stores.

Regarding the services and facilities considered essential for a shopping mall attractive to the A/B public, modern social spaces were the most cited, with 60% of mentions. Ample and structured parking was pointed out by 57% of respondents, followed by personalized service or concierge, with 39%, and a children’s leisure area, also with 39%. These results reinforce the importance of an environment that offers comfort, convenience, and differentiated services, aligned with the expectations of a public that seeks more than just shopping, valuing the integrated experience of consumption, leisure, and well-being.

When choosing a mall for shopping or leisure, the decisive factors for respondents were the variety of stores, mentioned by 76%, ease of parking, with 50%, and location, with 45%. The presence of premium brands, a differentiated experience, and a modern and sophisticated environment were cited by 28% of participants, while security was a decisive factor for 24%. These data corroborate the idea that the consumption experience plays a central role in consumer decisions, who value aspects such as comfort, ambiance, services, and diversity of activities, according to Lemon and Verhoef (2016).

The analysis of respondents’ willingness to switch from their current mall to one in Betim, should it meet their expectations, revealed that 52% stated “yes, definitely” or “yes, depending on the improvements.” This indicates significant potential for consumer retention and attraction, provided that Shopping P can align its value proposition with the target audience’s expectations. The perception that the development still has weaknesses compared to the established malls in Belo Horizonte points to an experiential gap that affects perceived value and purchasing decisions.

The analysis by income brackets revealed important nuances in consumer perception and behavior regarding Shopping P. In general, 88% of the sample demonstrated a high willingness to increase their frequency to the development after the implementation of improvements, indicating a growth potential conditioned by strategic adjustments. Among individuals with higher incomes, those with earnings above R$ 10,000.00, Shopping P was evaluated as inferior or, at most, similar to the shopping centers in Belo Horizonte. This segment demands premium brands, exclusive experiences, and a qualified gastronomic offering, and its current low frequency suggests a misalignment between the existing offer and their expectations.

In the intermediate income brackets, between R$ 3,000.00 and R$ 10,000.00, which concentrate the majority of respondents, the assessment that Shopping P is inferior or similar to reference centers also predominated. However, this group demonstrated a high willingness to increase frequency, provided that improvements are made in comfort, store diversity, and leisure and dining options. This scenario suggests that specific interventions can generate significant impacts in increasing consumer flow. Among respondents with income below R$ 3,000.00, a relatively more positive perception of Shopping P was observed, with assessments ranging from superior to similar, in addition to higher current frequency. Despite this, this audience also pointed out the need for improvements similar to those identified in other brackets, especially regarding leisure, comfort, and variety of offerings.

Considering the concept of brand equity, which refers to the perceptions and associations built in the consumer’s mind (Keller, 2013), the absence of a greater number of strong brands and a clear value proposition compromises the construction of positive associations. Consequently, the venture loses differentiation capacity in a highly competitive market. Higher-income consumers tend to seek environments that reinforce symbolic attributes such as status, exclusivity, and sophistication, which is not fully met by Shopping P, according to the perception of the respondents. In summary, the predominant perception that Shopping P primarily serves class B/C reinforces its intermediate market positioning, indicating the need to qualify the consumption experience and strengthen symbolic attributes to broaden its attractiveness, especially among higher-income audiences.

In summary, the research findings confirm the relevance of functional, experiential, and symbolic attributes for the evaluation of shopping centers, as pointed out by recent literature. The hierarchy of attributes observed in the analyzed context demonstrates that their importance can vary according to consumer profiles and the competitive references existing in the market. Shopping P has a solid customer base and high growth potential, but it needs to advance in aspects related to the quality of the experience, the store mix, and the sophistication of the offering to increase its attractiveness, especially among higher-income audiences, thus responding to the objective of attracting and retaining consumers from classes A and B.

4. Conclusion

This study analyzed the perception of value and the consumption experience, as well as the factors that influence the attraction and retention of consumers from classes A and B at Shopping P, in Betim (MG). It was found that the consumption decision is shaped by the store mix, brand equity, infrastructure, gastronomy, and leisure experiences, with perceived value emerging as a central factor. It was observed that consumers from classes A and B demonstrate greater sensitivity to symbolic attributes and tend to concentrate their consumption flows in consolidated ventures in the capital. Despite the high level of awareness of Shopping P in the region, the evaluation of the experience was moderate, being perceived as similar to or inferior to the malls in Belo Horizonte. The absence of a stronger brand mix and a clear value proposition compromised the differentiation of the venture, resulting in low attractiveness for the target audience and a misalignment between supply and expectations.

The research contributes to the debate by articulating value perception, experience, and strategic positioning in a scenario of high regional competitiveness, providing subsidies for brand repositioning. It is suggested to qualify the store mix, enhance the consumer experience, and strengthen symbolic attributes through partnerships with brands of higher added value, diversification of gastronomic offerings, and segmented communication strategies. The implementation of loyalty programs and the organization of exclusive events can retain consumers and stimulate local consumption, generating positive impacts on the region’s economic development. However, the study presented limitations due to the non-probabilistic convenience sampling and selection bias, which resulted in a sample concentrated in class B, with limited representativeness of class A. It is recommended that future studies explore value perception in other regional ventures or deepen the qualitative analysis of class A’s expectations, using methodologies that ensure greater representativeness of this segment.

Bibliographic References

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Article originating from the Final Course Work of the Specialization in Marketing of the MBA USP/Esalq

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