Popular Businesses Model Located Inside a Retail Market in Chiclayo, Peru: Moshoqueque Market Case

Popular Businesses Model Located Inside a Retail Market in Chiclayo, Peru: Moshoqueque Market Case

Dagoberto Páramo-Morales (Universidad del Norte, Colombia) and Gerardo G. Deza Malca (Universidad Nacional Pedro Ruiz Gallo, Portugal)
DOI: 10.4018/978-1-5225-2860-9.ch012
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Having studied characteristics of micro-businesses located inside a public market a popular business model was discovered. Proximity between owners and customers is its strategic essence. Different types of popular businesses installed inside Moshoqueque market were studied. Since founding in 1974 it has satisfied its distribution traditional role of low-priced mass consumer products. Application of qualitative methodologies of scientific research in grounded theory was resorted to. In-depth interviews to owners were developed, multiple observations -participant and non-participant- on social practices management were made and, a review of this market history rooted in the population in zone was done to know its development. Essential findings are focused on construction of various types of external proximity: functional, relational, spatial, and identity. Other factors were discovered: agents' regulatory actions and their impact on infrastructure, traders' and customers' origins, role played by population in zone and the unceasing informality growth.
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Research Method

The research method was the Grounded Theory approach with its strict rigor in the collection, analysis, validation and interpretation of the findings processes. An incremental procedure was developed in a spiral form between social reality characteristics and different theoretical approaches related to the similar events phenomenology. Following a cyclical process through circular interactions (Páramo, 2009), an understanding of the complex relationships established in and around the Moshoqueque Market was being accumulated. From preliminary observations we moved to the formulation of theoretical references through the constant comparison method between data collected in the field, content analysis, researchers' intellectual reflection, emerging theories and similar established theories. Through different coding processes, the knowledge and understanding of social reality under study was being increased until levels of theoretical saturation that stopped the process were reached. Through intense exercises of modification, precision, and elaboration of concepts, validated both from theory and from the perspective of other actors in the process, it was possible to adjust the theory emerged from the data. The final emergent-fit (Guillemette, 2006) was reached after finding similarities, differences and contrasts among different detected categories -empirical and theoretical.

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