Valor da marca (BRAND EQUITY) em commodities agropecuárias: percepções e atitudes dos consumidores sobre a carne suína brasileira e importada

• Autor(a) principal: Oliveira, Ricardo Osório de
• Data de Publicação: 2012
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/54
• topic: comportamento do consumidor; marca; marketing internacional; estratégia de marketing; commodities agropecuárias; carne suína; consumer behavior; brand; international marketing; marketing strategy; agricultural commodities; pork; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS

Even sectors which usually offer products with a high degree of similarity as agribusiness can develop brand strategies, which are potentially capable of promoting a greater perceived value by consumers. Brazil is a world leader in the production and export of various agricultural products, and agribusiness is one of the most important sectors of national economy. This paper discusses how the Origin of the Product (national or imported), Perceptions and Attitudes of Consumers about Food Production Processes and Brand Equity assigned by Consumers to Certification Processes, affect the formation of Brand Equity in agricultural commodities. The aim was the characterization of consumer`s attitudes and perceptions that influences the formation of Brand Equity, throughout an empirical study conducted with Brazilian pork consumers. A literature review on branding strategies and their applications for agribusiness is presented. A theoretical construct with six research hypotheses were tested, using a structural equation model. Based on the results obtained from a sample with 132 consumers (interviewed about consumption of Brazilian pork), three out of the six original hypotheses were supported. A second questionnaire about the consumption of imported pork, with 52 respondents, was used to compare means between groups by ANOVA, in order to study the effect of information on the origin of the product on consumer´s attitudes and perceptions. Managerial recommendations based on the confrontation of the results with literature review are presented. Through a better understanding of factors that affect Brand Equity for agricultural commodities, this study sought to suggest Branding strategies that can assist organizations to offer products with higher perceived value by consumers, and thus achieve greater competitive advantage.