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Advisor(s)
Abstract(s)
Esta dissertação tem como objetivo a requalificação do Mercado de Amarante, situado na
margem direita do rio Tâmega, projetado em 1965 pelo arquiteto Januário Godinho de
Almeida. Este Mercado é alvo de atenção pois é uma estrutura tradicional de comércio
retalhista de grande importância de há séculos até aos dias de hoje. Este espaço revela-se,
assim, uma mais-valia para a dinamização do centro da cidade, já que é uma referência
socioeconómica e urbana muito forte que precisa de ser preservada e dinamizada. Contudo, a
falta de serviços de apoio e o atual modelo de gestão, entre outros fatores, têm inviabilizado
o seu crescimento notando-se, inclusivamente, um decréscimo no afluxo de clientes. Esta
posição debilitada no sector do comércio deve-se a complexidades inerentes à expansão da
cidade. Consequentemente, verifica-se a desertificação das áreas centrais das cidades e
degradação da edificação e a criação de novos polos de atração, como os hipermercados.
Estes apresentam-se como estruturas com grande facilidade de acesso, estacionamento,
diversidade de produtos e promoções levando a elevados níveis de exigência por parte dos
consumidores, sobretudo nas faixas etárias mais jovens. No entanto, o Mercado Municipal
afirma-se perante consumidores que valorizam a variedade dos produtos e qualidade
associada (sobretudo nos produtos hortícolas e no peixe), a relação de confiança e
proximidade com os vendedores e a satisfatória relação qualidade/preço. Para alcançar uma
melhor divulgação do mercado deve-se realçar a sua especialização em produtos frescos, boa
imagem e a confiança que os consumidores sentem nos produtos adquiridos, para o que
concorrem as garantias de limpeza e higiene, o atendimento personalizado e a sua influência
no território (o seu valor histórico-patrimonial, a identidade criada com o espaço urbano e a
tradição como lugar de encontro e convivência social).
This dissertation aims at the requalification of the Amarante’s Market, located on the right bank of the Tâmega river, designed in 1965 by the architect Januário Godinho de Almeida. This market is a focus of attention since it is a traditional structure of retail trade of great importance from centuries up to the present day. This space reveals an added-value for the dynamism of the city center, since it is a very strong socio-economic and urban reference that needs to be preserved and energized. However, the lack of support services and the current management model, among other factors, have made it unfeasible to grow, leading also to a decrease in the influx of clients. This weakened position in the commerce sector is due to the inherent complexities of the expansion of the city. Consequently, it has been observed the desertification of the central areas of the cities and degradation of the building and the creation of new poles of attraction, such as hypermarkets. These are presented as structures with great ease of access, parking, product diversity and promotions leading to high levels of demand from consumers, especially in the younger age groups. However, the Municipal Market asserts itself to consumers who value the variety of products and associated quality (especially in vegetables and fish), the relationship of trust and proximity to sellers and the satisfactory quality / price ratio. To achieve a better market publicity, it is important to highlight its specialization in fresh products, good image and the confidence that consumers feel in the products purchased, in line with the guarantees of cleanliness and hygiene, personalized service and its influence on the territory (its historical-patrimonial value, the identity created with the urban space and the tradition as place of meeting and social coexistence).
This dissertation aims at the requalification of the Amarante’s Market, located on the right bank of the Tâmega river, designed in 1965 by the architect Januário Godinho de Almeida. This market is a focus of attention since it is a traditional structure of retail trade of great importance from centuries up to the present day. This space reveals an added-value for the dynamism of the city center, since it is a very strong socio-economic and urban reference that needs to be preserved and energized. However, the lack of support services and the current management model, among other factors, have made it unfeasible to grow, leading also to a decrease in the influx of clients. This weakened position in the commerce sector is due to the inherent complexities of the expansion of the city. Consequently, it has been observed the desertification of the central areas of the cities and degradation of the building and the creation of new poles of attraction, such as hypermarkets. These are presented as structures with great ease of access, parking, product diversity and promotions leading to high levels of demand from consumers, especially in the younger age groups. However, the Municipal Market asserts itself to consumers who value the variety of products and associated quality (especially in vegetables and fish), the relationship of trust and proximity to sellers and the satisfactory quality / price ratio. To achieve a better market publicity, it is important to highlight its specialization in fresh products, good image and the confidence that consumers feel in the products purchased, in line with the guarantees of cleanliness and hygiene, personalized service and its influence on the territory (its historical-patrimonial value, the identity created with the urban space and the tradition as place of meeting and social coexistence).
Description
Keywords
Amarante Arquitetura Comércio Mercado