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| Breitenbach,Raquel; Bündchen,Andréa; Brandão,Janaína Balk; Caires,Leonardo Marques. |
| ABSTRACT: The aim of this study was to identify the strategic direction of agroprocessing enterprises and the level of compliance with consumer requirements, as well as the position of agro-industry enterprises in relation to their primary competitors. To this end, a survey was performed, which included nine family agro-industry enterprises from the Northern region of Rio Grande do Sul (RS) and their respective buyers. For this research, the Importance-Performance Matrix methodology described by SLACK (2002) was used. The strategy of the analyzed agro-industry enterprises relies on differentiation, presenting most of the items studied in accordance with consumers’ demands. Consequently, they are not at a disadvantage to their competitors in most criteria... |
| Tipo: Info:eu-repo/semantics/article |
Palavras-chave: Agro-industries family; Importance-performance matrix; Competitiveness; Strategic orientation; Strategic positioning; Northern Rio Grande do Sul. |
| Ano: 2017 |
URL: http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0103-84782017000500931 |
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| Breitenbach,Raquel; Brandão,Janaína Balk. |
| ABSTRACT: Considering economic, contingent and cultural conditions that interfere with consumer demand, the objective of this research was to evaluate the degree of importance of these variables in the decision of the Brazilian consumer to buy fluid milk. A total 1,015 milk consumers were sampled through non-probabilistic tools such as researchers’ contact network, snowballing, and self-generated samples, in a virtual questionnaire. Non-parametric tests and univariate statistical analyzes were applied, including the chi-square test. The consumer profile interferes with the selection criteria in the purchase of fluid milk as follows: (a) women consider “price”, “product origin”, “friend recommendation”, “product appearance”, “sales offers”, and “brand” as... |
| Tipo: Info:eu-repo/semantics/article |
Palavras-chave: Brands; Price; Women. |
| Ano: 2019 |
URL: http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0103-84782019000300931 |
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