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Abstract(s)
“o mais importante da comunicação é ouvir o que não está sendo dito” Peter Drucker.
Portugal, nas últimas décadas tem visto crescer a produção agrícola dos pequenos frutos.
Atualmente, representa um forte potencial pela distinta qualidade dos produtos e pelo valor
estratégico que assumiu.
Qualquer organização necessita de marketing para se expandir, para criar necessidade no cliente,
porém não é comum às entidades do sector agrícola a integração do marketing e não existe
desenvolvimento de estratégias para o sector.
Este trabalho tem como propósito analisar o perfil do consumidor de frutos vermelhos, as suas
motivações, onde gosta de comprar por forma a colmatar essa lacuna.
Realizou-se uma revisão de literatura sobre a temática, onde se caracterizou o setor. Elaborou-se o
questionário para obtenção de dados qualitativos.
ABSTRACT: “the most important thing about communication is listening to what is not being said” Peter Drucker. Portugal, in recent decades, has seen the agricultural production of small fruits grow, currently representing a strong potential due to the distinct quality of the products and the strategic value it has assumed. Any organization needs marketing to expand, to create customer needs, however it is not common for entities in the agricultural sector to integrate marketing and there is no development of strategies for the sector. This work aims to analyze the profile of red fruit consumers, their motivations, where they like to buy in order to fill this gap. A literature review was carried out on the topic, where the sector was characterized. The questionnaire was prepared to obtain qualitative data.
ABSTRACT: “the most important thing about communication is listening to what is not being said” Peter Drucker. Portugal, in recent decades, has seen the agricultural production of small fruits grow, currently representing a strong potential due to the distinct quality of the products and the strategic value it has assumed. Any organization needs marketing to expand, to create customer needs, however it is not common for entities in the agricultural sector to integrate marketing and there is no development of strategies for the sector. This work aims to analyze the profile of red fruit consumers, their motivations, where they like to buy in order to fill this gap. A literature review was carried out on the topic, where the sector was characterized. The questionnaire was prepared to obtain qualitative data.
Description
Keywords
Pequenos frutos Marketing Comportamento do consumidor