“A força da roça” – o uso da marca como diferencial de mercado na COOPERAFES – Moita Bonita - SE

• Autor(a) principal: Santos, Meirivanda dos
• Data de Publicação: 2022
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UFS
• Texto Completo: https://ri.ufs.br/jspui/handle/riufs/18100
• topic: Cooperativas; Cooperativas agrícolas; Agricultura familiar; Cooperatives; Agricultural cooperatives; Family farming; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO PUBLICA::ORGANIZACOES PUBLICAS

This research aimed to analyze the use of the brand as a market differential in the Cooperative of Production of Family Agriculture and Solidarity Economy (COOPERAFES), located in the Municipality of Moita Bonita/SE. As for the methodological aspects, a research was carried out with quali-quantitative approaches of a descriptive and exploratory nature. Being operationalized through a survey with a questionnaire, applied to a sample of 39 members and through an interview with the president of COOPERAFES. The analysis of the collected data took place, for the quantitative research, based on inferential statistics processed through the Excel Software, as well as, for the qualitative research, based on the content analysis of Bardin (2004). The main results showed that the majority of respondents, who are largely male, are between 46 and 55 years old, have incomplete primary education and have been participating in the cooperative for more than 8 years. The creation of the brand led to an increase in sales by members, as it promotes credibility and creates competitive advantages in the market. With regard to the means of communication used by the cooperative for its dissemination, the most recurrent are participation in fairs/events, social networks and radio. As for the results obtained from the qualitative research, it was noticed that the brand name “A Força da Roça” was strategically chosen along with the Brazilian Service of Support to Micro and Small Companies (SEBRAE). It refers to a brand whose target audience is the state market, which operates in the purchase and distribution of school lunches. Brand promotion, in turn, is carried out by the cooperative management itself, as there are not enough resources to hire a specific professional in the area. With the recognition of the “A Força da Roça” brand, the products became better known and accepted in the market, such as the flour and dumplings made from sweet potatoes. The research contributes with complementary provocations to studies on the use of the brand as a competitive differential and its interaction with family farming linked to local development. It is expected that this research can contribute theoretically and practically.