Variáveis de posicionamento competitivo e sua influência na tomada de decisão dos agricultores quanto à transferência de tecnologias da Embrapa Trigo

Abstract

Being innovative when dealing with and serving customers does not depend on the size of the company which seeks these goals but on the importance of defining the market space which is to be conquered. In order to achieve this, every company must define in what way it wants to be seen and remembered by its customers, that is, every company must have a certain positioning in the market. The current study aims to identify the positioning variables or indicators that influence farmer’s decision-making in the purchase of wheat varieties. These variables may be used by companies for the accomplishment of the technological innovation transfer process, with the object of widening or maintaining its market stake, bringing clients and customers closer together. The established positioning variables refer to those of greater perception on behalf of wheat-farmers at the moment of their choosing a variety. As a result, relevant factors are identified, be they technical or behavioral, that influence these customers’s decision-making upon purchase. This study is a field study and to achieve the proposed objectives, qualitative probing surveys were used. By interviewing farmers considered agricultural businessmen, opinion makers, using the content analysis technique, the motivations, perceptions, beliefs, values, opinions, experiences, attitudes, way-of-life, behaviors and intentions which interfere directly in the decision-making process and which are considered as positioning variables in this study were extracted. By better knowing what and how their customers think, companies can improve their market positioning and the transfer of wheat varieties developed.