Fatores formadores de atratividade varejista: estudo em uma rua de um município do Pará

The objective of this research is to identify factors that bring attractiveness to the Rua Duque de Caxias in the municipality of Rondon do Para, through the 6 P’s of Marketing: Product, Price, Store, Service, Location or Purchase Condition by Mason, Mayer, and Wilkinson (1993). Quantitative research was carried out, using the Structural Equation Modeling-PLS. The research instrument is based on a questionnaire proposed by Zaccarelli et al., (2008), with 26 variables related to the retail marketing mix. The questionnaire was applied to 160 consumers who had already made purchases on the spot in more than one opportunity. As result, the factors forming the attractiveness of Rua Duque de Caxias are significantly associated with the variables service and purchase conditions.