O perfil do consumidor de um mercado de varejo da agricultura familiar
Ano de defesa: | 2021 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | , |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Universidade Federal de Santa Maria
Centro de Ciências Rurais |
Programa de Pós-Graduação: |
Programa de Pós-Graduação em Extensão Rural
|
Departamento: |
Extensão Rural e Desenvolvimento
|
País: |
Brasil
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | http://repositorio.ufsm.br/handle/1/24636 |
Resumo: | This dissertation seeks to identify the socioeconomic profile, consumption behaviors and brand perception in a family farming retail market. This research was carried out in Santa Maria, Rio Grande do Sul, Brazil and is classified as exploratory/descriptive, comprising documentary analysis of secondary data, application of questionnaires and bibliographical research. The questionnaires were directed to 130 retail consumers of a Family Farmers Cooperative, in two distinct phases in the year 2021, in order to enable comparison before and after the implementation of a communication plan in the retail market. The classification of family farming markets and the concepts of marketing, identity and value were adopted as a way to obtain variables for analysis. In the scope of local markets, Coopercedro's retail market is closer to a “specialty store”. When analyzing the occupations of respondents, an increase in the number of retired people from 30% in the 1st phase to 47% in the 2nd phase can be seen. The highest degree of satisfaction in the two phases of the research was in the item “service” and the lowest average was in the item “price”. The correlation test of variables based on Spearman's correlation coefficient found a positive, weak and significant correlation (ρ=0,291*) in the 1st phase of the field research and a positive, moderate and significant correlation (ρ=0,415**) in the 2nd phase of the research between "price" and "variety", and the better evaluated the variety of products, the better the price was evaluated. Another relationship that was established in the 2nd phase of the research with the “price”, in a positive and weak way (ρ=0,306*) was the variable “quality”. In the second phase of the research, there is a correlation between the “age” of the interviewees and the “aesthetic” variable of the place, with a positive, weak correlation (ρ=0,302*) and a negative, moderate and significant correlation (ρ=-0,618* *) between the consumption of “snacks and fast food” and the “age” of the interviewed consumers. In addition, a negative, weak and significant correlation (ρ=0.341*) was identified between the consumption of “snacks and fast food” and the relevance attributed to the purchase of “craft products”. Regarding the perception of consumers about the logo (old and new), it was possible to identify a greater representation of the new logo, and the main words (140 in total) associated with the image were related to the themes of "products" (28 words), “pleasant environment” (22 words) and “family farming” (20 words). In addition, it was found that the new name given to the retail market, “Family Agriculture Warehouse”, is able to represent its identity, and the main feelings attributed by the interviewed consumers were "empathy" (31,6%), “love” (26,3%), “tranquility” (28,1%) and “closeness” (24,6%). The association made by consumers between the name “Family Agriculture Warehouse” and feelings related to childhood and family farming also deserves attention. |
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2022-06-03T19:31:58Z2022-06-03T19:31:58Z2021-12-20http://repositorio.ufsm.br/handle/1/24636This dissertation seeks to identify the socioeconomic profile, consumption behaviors and brand perception in a family farming retail market. This research was carried out in Santa Maria, Rio Grande do Sul, Brazil and is classified as exploratory/descriptive, comprising documentary analysis of secondary data, application of questionnaires and bibliographical research. The questionnaires were directed to 130 retail consumers of a Family Farmers Cooperative, in two distinct phases in the year 2021, in order to enable comparison before and after the implementation of a communication plan in the retail market. The classification of family farming markets and the concepts of marketing, identity and value were adopted as a way to obtain variables for analysis. In the scope of local markets, Coopercedro's retail market is closer to a “specialty store”. When analyzing the occupations of respondents, an increase in the number of retired people from 30% in the 1st phase to 47% in the 2nd phase can be seen. The highest degree of satisfaction in the two phases of the research was in the item “service” and the lowest average was in the item “price”. The correlation test of variables based on Spearman's correlation coefficient found a positive, weak and significant correlation (ρ=0,291*) in the 1st phase of the field research and a positive, moderate and significant correlation (ρ=0,415**) in the 2nd phase of the research between "price" and "variety", and the better evaluated the variety of products, the better the price was evaluated. Another relationship that was established in the 2nd phase of the research with the “price”, in a positive and weak way (ρ=0,306*) was the variable “quality”. In the second phase of the research, there is a correlation between the “age” of the interviewees and the “aesthetic” variable of the place, with a positive, weak correlation (ρ=0,302*) and a negative, moderate and significant correlation (ρ=-0,618* *) between the consumption of “snacks and fast food” and the “age” of the interviewed consumers. In addition, a negative, weak and significant correlation (ρ=0.341*) was identified between the consumption of “snacks and fast food” and the relevance attributed to the purchase of “craft products”. Regarding the perception of consumers about the logo (old and new), it was possible to identify a greater representation of the new logo, and the main words (140 in total) associated with the image were related to the themes of "products" (28 words), “pleasant environment” (22 words) and “family farming” (20 words). In addition, it was found that the new name given to the retail market, “Family Agriculture Warehouse”, is able to represent its identity, and the main feelings attributed by the interviewed consumers were "empathy" (31,6%), “love” (26,3%), “tranquility” (28,1%) and “closeness” (24,6%). The association made by consumers between the name “Family Agriculture Warehouse” and feelings related to childhood and family farming also deserves attention.Esta dissertação busca identificar o perfil socioeconômico, os comportamentos de consumo e a percepção a respeito da marca em um mercado de varejo da agricultura familiar. Esta pesquisa foi realizada em Santa Maria, Rio Grande do Sul, Brasil, e é classificada como exploratória/descritiva, compreendendo análise documental de dados secundários, aplicação de questionários e pesquisa bibliográfica. Os questionários foram direcionados para 130 consumidores do varejo de uma Cooperativa de Agricultores Familiares, em duas fases distintas no ano de 2021, a fim de possibilitar a comparação antes e após a implementação de um plano de comunicação no mercado de varejo. Adotou-se a classificação de mercados da agricultura familiar e os conceitos de marketing, identidade e valor como forma de obtenção de variáveis para análise. No escopo dos mercados locais, o mercado de varejo da Coopercedro se aproxima mais de uma “loja especializada”. Quando analisadas as ocupações dos entrevistados percebe-se um aumento do número de pessoas aposentadas de 30 % na 1ª fase para 47% na 2ª fase. O maior grau de satisfação nas duas fases da pesquisa foi no item “atendimento” e a menor média foi do quesito “preço”. O teste de correlação de variáveis a partir do coeficiente de correlação de Spearman, constatou uma correlação positiva, fraca e significativa (ρ=0,291*) na 1ª fase da pesquisa de campo e uma correlação positiva, moderada e significativa (ρ=0,415**) na 2ª fase da pesquisa entre “preço” e “variedade”, sendo que, quanto melhor avaliada a variedade dos produtos, melhor foi avaliado o preço. Outra relação que se estabeleceu na 2ª fase da pesquisa com o “preço”, de forma positiva e fraca (ρ=0,306*) foi a variável “qualidade”. Na segunda fase da pesquisa, houve correlação entre a “idade” dos entrevistados e variável “estética” do local, tendo uma correlação positiva, fraca (ρ=0,302*) e uma correlação negativa, moderada e significativa (ρ=-0,618**) entre o consumo de “lanches e fast food” e a “idade” dos consumidores entrevistados. Além disso, foi identificada uma correlação negativa, fraca e significativa (ρ=0,341*) entre o consumo de “lanches e fast food” e a relevância atribuída à compra de “produtos artesanais”. Sobre a percepção dos consumidores acerca da logomarca (antiga e nova), foi possível identificar uma maior representatividade da nova logomarca, sendo que às principais palavras (140 no total) associadas à imagem foram relacionadas às temáticas de “produtos” (28 palavras), “ambiente agradável” (22 palavras) e “agricultura familiar” (20 palavras). Além disso, averiguou-se que o novo nome atribuído ao mercado de varejo, “Armazém da Agricultura Familiar”, é capaz de representar sua identidade, sendo que os principais sentimentos atribuídos pelos consumidores entrevistados foram "empatia'' (31,6%), “amor” (26,3%), "tranquilidade'' (28,1%) e ''proximidade” (24,6%). Também merece atenção a associação realizada pelos consumidores entre o nome “Armazém da Agricultura Familiar” e sentimentos relacionados à infância e à agricultura familiar.Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESporUniversidade Federal de Santa MariaCentro de Ciências RuraisPrograma de Pós-Graduação em Extensão RuralUFSMBrasilExtensão Rural e DesenvolvimentoAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessMarketingLoja especializadaMarcaIdentidadeMarketingSpecialty storeBrandIdentityCNPQ::CIENCIAS AGRARIAS::AGRONOMIA::EXTENSAO RURALO perfil do consumidor de um mercado de varejo da agricultura familiarThe consumer profile of a family agriculture retail marketinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisBrandão, Janaína Balkhttp://lattes.cnpq.br/7905299573764012Dorr, Andrea CristinaMéndez-Díaz, CeciliaBalem, Tatiana Aparecidahttp://lattes.cnpq.br/0900234301637851Lunkes, Bruna5001006000076006006006006006007d6762de-a01d-4fd8-a7e8-d69c741495264451fe81-5be5-45fb-98f7-70f48683ea34ae06dabf-60e9-4b1d-a1cc-06ac1fe9cd41002a9e29-12f0-40aa-8065-b5c0919993c52dd39077-b8ad-49d6-985d-607b190edb1ereponame:Manancial - Repositório Digital da UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMCC-LICENSElicense_rdflicense_rdfapplication/rdf+xml; charset=utf-8805http://repositorio.ufsm.br/bitstream/1/24636/2/license_rdf4460e5956bc1d1639be9ae6146a50347MD52ORIGINALDIS_PPGER_2021_LUNKES_BRUNA.pdfDIS_PPGER_2021_LUNKES_BRUNA.pdfDissertação de mestradoapplication/pdf2767293http://repositorio.ufsm.br/bitstream/1/24636/1/DIS_PPGER_2021_LUNKES_BRUNA.pdf1e26c0e5ba4ac0ba67871ee571737c22MD51LICENSElicense.txtlicense.txttext/plain; charset=utf-81956http://repositorio.ufsm.br/bitstream/1/24636/3/license.txt2f0571ecee68693bd5cd3f17c1e075dfMD531/246362022-06-03 16:32:55.776oai:repositorio.ufsm.br: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ório Institucionalhttp://repositorio.ufsm.br/PUBhttp://repositorio.ufsm.br/oai/requestopendoar:39132022-06-03T19:32:55Manancial - Repositório Digital da UFSM - Universidade Federal de Santa Maria (UFSM)false |
dc.title.por.fl_str_mv |
O perfil do consumidor de um mercado de varejo da agricultura familiar |
dc.title.alternative.eng.fl_str_mv |
The consumer profile of a family agriculture retail market |
title |
O perfil do consumidor de um mercado de varejo da agricultura familiar |
spellingShingle |
O perfil do consumidor de um mercado de varejo da agricultura familiar Lunkes, Bruna Marketing Loja especializada Marca Identidade Marketing Specialty store Brand Identity CNPQ::CIENCIAS AGRARIAS::AGRONOMIA::EXTENSAO RURAL |
title_short |
O perfil do consumidor de um mercado de varejo da agricultura familiar |
title_full |
O perfil do consumidor de um mercado de varejo da agricultura familiar |
title_fullStr |
O perfil do consumidor de um mercado de varejo da agricultura familiar |
title_full_unstemmed |
O perfil do consumidor de um mercado de varejo da agricultura familiar |
title_sort |
O perfil do consumidor de um mercado de varejo da agricultura familiar |
author |
Lunkes, Bruna |
author_facet |
Lunkes, Bruna |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Brandão, Janaína Balk |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/7905299573764012 |
dc.contributor.advisor-co1.fl_str_mv |
Dorr, Andrea Cristina |
dc.contributor.referee1.fl_str_mv |
Méndez-Díaz, Cecilia |
dc.contributor.referee2.fl_str_mv |
Balem, Tatiana Aparecida |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/0900234301637851 |
dc.contributor.author.fl_str_mv |
Lunkes, Bruna |
contributor_str_mv |
Brandão, Janaína Balk Dorr, Andrea Cristina Méndez-Díaz, Cecilia Balem, Tatiana Aparecida |
dc.subject.por.fl_str_mv |
Marketing Loja especializada Marca Identidade |
topic |
Marketing Loja especializada Marca Identidade Marketing Specialty store Brand Identity CNPQ::CIENCIAS AGRARIAS::AGRONOMIA::EXTENSAO RURAL |
dc.subject.eng.fl_str_mv |
Marketing Specialty store Brand Identity |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS AGRARIAS::AGRONOMIA::EXTENSAO RURAL |
description |
This dissertation seeks to identify the socioeconomic profile, consumption behaviors and brand perception in a family farming retail market. This research was carried out in Santa Maria, Rio Grande do Sul, Brazil and is classified as exploratory/descriptive, comprising documentary analysis of secondary data, application of questionnaires and bibliographical research. The questionnaires were directed to 130 retail consumers of a Family Farmers Cooperative, in two distinct phases in the year 2021, in order to enable comparison before and after the implementation of a communication plan in the retail market. The classification of family farming markets and the concepts of marketing, identity and value were adopted as a way to obtain variables for analysis. In the scope of local markets, Coopercedro's retail market is closer to a “specialty store”. When analyzing the occupations of respondents, an increase in the number of retired people from 30% in the 1st phase to 47% in the 2nd phase can be seen. The highest degree of satisfaction in the two phases of the research was in the item “service” and the lowest average was in the item “price”. The correlation test of variables based on Spearman's correlation coefficient found a positive, weak and significant correlation (ρ=0,291*) in the 1st phase of the field research and a positive, moderate and significant correlation (ρ=0,415**) in the 2nd phase of the research between "price" and "variety", and the better evaluated the variety of products, the better the price was evaluated. Another relationship that was established in the 2nd phase of the research with the “price”, in a positive and weak way (ρ=0,306*) was the variable “quality”. In the second phase of the research, there is a correlation between the “age” of the interviewees and the “aesthetic” variable of the place, with a positive, weak correlation (ρ=0,302*) and a negative, moderate and significant correlation (ρ=-0,618* *) between the consumption of “snacks and fast food” and the “age” of the interviewed consumers. In addition, a negative, weak and significant correlation (ρ=0.341*) was identified between the consumption of “snacks and fast food” and the relevance attributed to the purchase of “craft products”. Regarding the perception of consumers about the logo (old and new), it was possible to identify a greater representation of the new logo, and the main words (140 in total) associated with the image were related to the themes of "products" (28 words), “pleasant environment” (22 words) and “family farming” (20 words). In addition, it was found that the new name given to the retail market, “Family Agriculture Warehouse”, is able to represent its identity, and the main feelings attributed by the interviewed consumers were "empathy" (31,6%), “love” (26,3%), “tranquility” (28,1%) and “closeness” (24,6%). The association made by consumers between the name “Family Agriculture Warehouse” and feelings related to childhood and family farming also deserves attention. |
publishDate |
2021 |
dc.date.issued.fl_str_mv |
2021-12-20 |
dc.date.accessioned.fl_str_mv |
2022-06-03T19:31:58Z |
dc.date.available.fl_str_mv |
2022-06-03T19:31:58Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://repositorio.ufsm.br/handle/1/24636 |
url |
http://repositorio.ufsm.br/handle/1/24636 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.cnpq.fl_str_mv |
500100600007 |
dc.relation.confidence.fl_str_mv |
600 600 600 600 600 600 |
dc.relation.authority.fl_str_mv |
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dc.rights.driver.fl_str_mv |
Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ |
eu_rights_str_mv |
openAccess |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Ciências Rurais |
dc.publisher.program.fl_str_mv |
Programa de Pós-Graduação em Extensão Rural |
dc.publisher.initials.fl_str_mv |
UFSM |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
Extensão Rural e Desenvolvimento |
publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Ciências Rurais |
dc.source.none.fl_str_mv |
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