Estratégias de marketing para os agentes da cadeia da carne bovina

Abstract

This thesis was developed with a marketing strategy proposal in mind for the agents involved in the production ofbeef beginning with identifying who the consumers are. the factors that affect their decisions, and their perceptions about the origin and the quality of the beef that they purchase. A descriptive survey was conducted with quantitative variables, with a total of 400 interviews at the point of retail purchase, using structured questionnaires with multiplechoice questions only. It was possible to verify that the variables considered most important by the consumers regarding the point of purchase were, in the following order: appearance of the store, expiration dates ofthe product, quality seal, stamp from S.I.F., certification of origin, honesty and transparency of employees in dealing with clients, kindness, appearance ofemployees, price, and standardization of products. Regarding the beefitself, we verified that the most important variables for the consumers were: hygiene, smell, appearance, additive-free, healthy appearance, freshness, flavor, tenderness, color, and nutritional value. Furthermore, we observed that consumers are not aware of the origin and quality of beef produced in Brazil, as well as from other cattle producing countries such as Argentina, the U.S., and European countries. Gender, age, marital status, household income, educational levei, and time dedicated to work are factors that influence the variables considered as important to consumers in their decision of where to by beef, the variables they consider important at the time of purchase, and the perception consumers have of the origin and quality of the beef. Based on the results of the survey several proposals are made for marketing strategies for the beefproduction chain, and are classifíed in the following way: differentiation of products, differentiation of markets, functional difTerentiation, adaptation, cooperation and coordination, location, imitation, innovation, reaction, pro-protection, price and promotion.