O comércio eletrônico como alternativa de mercado para a agricultura familiar

• Ano de defesa: 2020
• Autor(a) principal: Schwanke, Jéssica
• Orientador(a): Feiden, Aldi
• Banca de defesa: Feiden, Aldi , Signor, Altevir , Chidichima, Antônio Carlos
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Estadual do Oeste do Paraná; Marechal Cândido Rondon
• Programa de Pós-Graduação: Programa de Pós-Graduação em Desenvolvimento Rural Sustentável
• Departamento: Centro de Ciências Agrárias
• País: Brasil
• Palavras-chave em Português: Produtor rural; Lojas online; Mercado local e regional; Posicionamento estratégico; Comportamento do consumidor
• Área do conhecimento CNPq: CIÊNCIAS AGRÁRIAS: DESENVOLVIMENTO RURAL SUSTENTÁVEL
• Link de acesso: http://tede.unioeste.br/handle/tede/4812

This investigation aims to analyze the possibility of implementing e-commerce in familiar farming. To this end, the study is divided into three articles, firstly, was sought to characterize rural family producers who market their products at the rural producer fair in the cities of Marechal Cândido Rondon, Toledo and Cascavel, municipalities in the western region of Paraná. The first article of the research comprises the analysis of using e-commerce as an alternative market and the intention of commercial expansion taking into account the online market. Afterwards, an analyze from the matrix SWOT was made of the internal and external environment for familiar farming, taking into account the strategic positioning that these family businesses have, with the aim of implementing e-commerce as an alternative for market and income. The third and last article analyzes the behavior of consumers who have the habit of buying through e-commerce and also consumers at rural producer fairs in the cities under study, as well as the intention to purchase products from familiar farming in the online market. Understanding the reasons that lead consumers to purchase products through the internet is important to develop strategic methods in order to guarantee a successful development. In the first two articles, the study methodology is based on field research, with a qualitative and quantitative approach, carried out from the application of a semi-structured questionnaire to a group of 69 farmers, facing the universe of 84 rural producers. In addition, the second article uses a semi- structured interview with professionals from companies specialized in technical assistance to familiar farming and e-commerce, in order to diagnose the external environment of family organizations for the implementation of e-commerce. The survey results show that the number of producers using social networks is significant, and that the online market is a future alternative for marketing production, as the demand for food in e-commerce has increased, however, it is observed a suppressed offer, considered insufficient to meet the growing demand, but this can be adjusted according to the need. The diagnosis based on the SWOT matrix helped to identify the offensive capacity, indicating the necessary variables to be improved in order to capture opportunities and retain threats. Such information will be beneficial in terms of decision-making power for familiar farmers regarding the process of implementing electronic commerce. The third and last article is divided into two moments, for the first moment a semi-structured questionnaire was used, which was applied to 69 consumers at the fairs of the rural producer in the respective municipalities. For the second moment, the exploratory methodology and the Survey method were used for consumers with habits of buying on the internet, based on a questionnaire applied to 384 individuals, using the Google Forms® tool. The results show that most individuals have a stable income and few online consumers have already purchased products from familiar farming over the internet. Furthermore, none of the consumers at the fairs purchased products from familiar farms online. However, the majority of consumers, both online and consumers at the fairs are interested and / or believe that the purchase of these products by the online market is possible. Therefore, it is concluded that e-commerce in familiar farming is innovative, normally negotiated by an intermediary; however, it presents itself as a promising market, given the needs of those investigated.