Fatores levados em consideração pelo agricultor atendido pelo Grupo Sinagro na escolha de semente de soja

Abstract

This research develops an understanding of the factors that the farmer takes into consideration to choose the supplier of soybeans seeds , and provides the company to design strategies to segment the target market, with the main objective to outperform the competition and the customer demands. The Sinagro Group has commercialized soybean seeds for their clients, with the competing seed companies and distributors in the region where it operates. Therefore, there has been interest in knowing the preference among the farmers of some factors that lead them to consider when choosing seeds. Some important factors like - the seed quality, the payment deadline, industrial seed treatment, and other factors, in which combines in achieving consumer satisfaction targeted, in this case, the client company Sinagro soybean producer. In this sense, we tried to identify the factors of greatest perception by customers of soybean seeds, in relation to values which considers the decision to purchase the product, raise technical and behavioral details of relevance and creates marketing strategies of company Sinagro Group in relation to what was proposed. The study allowed us to characterize that: 1: The farmer considers a deciding factor when purchasing their seed its quality, the payment deadline, provided technical assistance and fidelity; 2 - The company Sinagro has its stronghold in the marketing of seed through the adoption of a payment system, respect for the environment and the bartering process; and 3 - The company Sinagro can improve its performance by improving farmer field days, packing and seed delivery .