“A força da roça” – o uso da marca como diferencial de mercado na COOPERAFES – Moita Bonita - SE
Autor(a) principal: | |
---|---|
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 |
Resumo: | 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. |
id |
UFS-2_c636256eaf0b2710ea044ffffc00479c |
---|---|
oai_identifier_str |
oai:ufs.br:riufs/18100 |
network_acronym_str |
UFS-2 |
network_name_str |
Repositório Institucional da UFS |
repository_id_str |
|
spelling |
Santos, Meirivanda dosPerone, Valdenira Meneses de Andrade2023-08-17T11:11:27Z2023-08-17T11:11:27Z2022-12-10SANTOS, Meirivanda dos. “A força da roça” – o uso da marca como diferencial de mercado na COOPERAFES – Moita Bonita - SE. Itabaiana: 2022https://ri.ufs.br/jspui/handle/riufs/18100This 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.Esta pesquisa teve como objetivo analisar o uso da marca como diferencial de mercado na Cooperativa de Produção da Agricultura Familiar e Economia Solidaria (COOPERAFES), situada no Município de Moita Bonita/SE. Quantos aos aspectos metodológicos, realizou-se uma pesquisa com abordagens quali-quantitativa de caráter descritivo e exploratório. Sendo operacionalizada por meio de um survey com questionário, aplicado a uma amostra de 39 cooperados e através de entrevista com a presidente da COOPERAFES. A análise dos dados coletados se deu, para a pesquisa quantitativa, com base em estatística inferencial processada por meio do Software Excel, como também, para a pesquisa qualitativa, com base na análise de conteúdo de Bardin (2004). Os principais resultados evidenciaram que a maioria dos respondentes que são do sexo masculino, possui de 46 a 55 anos de idade, com ensino fundamental incompleto e um tempo de participação na cooperativa acima de 8 anos. A criação da marca proporcionou um aumento das vendas dos cooperados, uma vez que promoveu credibilidade e criou vantagens competitivas no mercado. Já no que diz respeito aos meios de comunicação utilizados pela COOPERAFES para a sua divulgação, os mais recorrentes são as participações em feiras/eventos, redes sociais e rádio. Percebeu-se que o nome da marca “A Força da Roça” foi estrategicamente escolhida junto ao Serviço Brasileiro de Apoio à Micro e Pequenas Empresas (SEBRAE). Refere-se a uma marca cujo público principal é o mercado estadual, que atua na compra e distribuição de merenda escolar. A divulgação da marca, por sua vez, é executada pela própria gestão da COOPERAFES, pois não há recurso suficiente para a contratação de um profissional específico da área. Com o reconhecimento da marca “A Força da Roça”, os produtos se tornaram mais conhecidos e aceitos no mercado, a exemplo da farinha e do bolinho feitos a partir da batata-doce. A pesquisa contribui com provocações complementares aos estudos sobre o uso da marca como diferencial competitivo e sua interação com a agricultura familiar atrelada ao desenvolvimento local. Espera-se que essa pesquisa possa contribuir de ordem teórica e prática.Itabaiana, SEporCooperativasCooperativas agrícolasAgricultura familiarCooperativesAgricultural cooperativesFamily farmingCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO PUBLICA::ORGANIZACOES PUBLICAS“A força da roça” – o uso da marca como diferencial de mercado na COOPERAFES – Moita Bonita - SEinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesisUniversidade Federal de Sergipe (UFS)DACI - Departamento de Administração – Itabaiana - Presencialreponame:Repositório Institucional da UFSinstname:Universidade Federal de Sergipe (UFS)instacron:UFSinfo:eu-repo/semantics/openAccessLICENSElicense.txtlicense.txttext/plain; charset=utf-81475https://ri.ufs.br/jspui/bitstream/riufs/18100/1/license.txt098cbbf65c2c15e1fb2e49c5d306a44cMD51ORIGINALMeirivanda dos Santos_TCC.pdfMeirivanda dos Santos_TCC.pdfapplication/pdf1894177https://ri.ufs.br/jspui/bitstream/riufs/18100/2/Meirivanda%20dos%20Santos_TCC.pdf07ee568677ef9699000eebc7d7ebd670MD52TEXTMeirivanda dos Santos_TCC.pdf.txtMeirivanda dos Santos_TCC.pdf.txtExtracted texttext/plain219452https://ri.ufs.br/jspui/bitstream/riufs/18100/3/Meirivanda%20dos%20Santos_TCC.pdf.txt28f1a00404c9364cc3daa0c8d2efb2dcMD53THUMBNAILMeirivanda dos Santos_TCC.pdf.jpgMeirivanda dos Santos_TCC.pdf.jpgGenerated Thumbnailimage/jpeg1168https://ri.ufs.br/jspui/bitstream/riufs/18100/4/Meirivanda%20dos%20Santos_TCC.pdf.jpg4a86e62c682209fa2d54d7e553f894c3MD54riufs/181002023-09-06 10:43:06.54oai:ufs.br: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Repositório InstitucionalPUBhttps://ri.ufs.br/oai/requestrepositorio@academico.ufs.bropendoar:2023-09-06T13:43:06Repositório Institucional da UFS - Universidade Federal de Sergipe (UFS)false |
dc.title.pt_BR.fl_str_mv |
“A força da roça” – o uso da marca como diferencial de mercado na COOPERAFES – Moita Bonita - SE |
title |
“A força da roça” – o uso da marca como diferencial de mercado na COOPERAFES – Moita Bonita - SE |
spellingShingle |
“A força da roça” – o uso da marca como diferencial de mercado na COOPERAFES – Moita Bonita - SE Santos, Meirivanda dos Cooperativas Cooperativas agrícolas Agricultura familiar Cooperatives Agricultural cooperatives Family farming CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO PUBLICA::ORGANIZACOES PUBLICAS |
title_short |
“A força da roça” – o uso da marca como diferencial de mercado na COOPERAFES – Moita Bonita - SE |
title_full |
“A força da roça” – o uso da marca como diferencial de mercado na COOPERAFES – Moita Bonita - SE |
title_fullStr |
“A força da roça” – o uso da marca como diferencial de mercado na COOPERAFES – Moita Bonita - SE |
title_full_unstemmed |
“A força da roça” – o uso da marca como diferencial de mercado na COOPERAFES – Moita Bonita - SE |
title_sort |
“A força da roça” – o uso da marca como diferencial de mercado na COOPERAFES – Moita Bonita - SE |
author |
Santos, Meirivanda dos |
author_facet |
Santos, Meirivanda dos |
author_role |
author |
dc.contributor.author.fl_str_mv |
Santos, Meirivanda dos |
dc.contributor.advisor1.fl_str_mv |
Perone, Valdenira Meneses de Andrade |
contributor_str_mv |
Perone, Valdenira Meneses de Andrade |
dc.subject.por.fl_str_mv |
Cooperativas Cooperativas agrícolas Agricultura familiar |
topic |
Cooperativas Cooperativas agrícolas Agricultura familiar Cooperatives Agricultural cooperatives Family farming CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO PUBLICA::ORGANIZACOES PUBLICAS |
dc.subject.eng.fl_str_mv |
Cooperatives Agricultural cooperatives Family farming |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO PUBLICA::ORGANIZACOES PUBLICAS |
description |
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. |
publishDate |
2022 |
dc.date.issued.fl_str_mv |
2022-12-10 |
dc.date.accessioned.fl_str_mv |
2023-08-17T11:11:27Z |
dc.date.available.fl_str_mv |
2023-08-17T11:11:27Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/bachelorThesis |
format |
bachelorThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
SANTOS, Meirivanda dos. “A força da roça” – o uso da marca como diferencial de mercado na COOPERAFES – Moita Bonita - SE. Itabaiana: 2022 |
dc.identifier.uri.fl_str_mv |
https://ri.ufs.br/jspui/handle/riufs/18100 |
identifier_str_mv |
SANTOS, Meirivanda dos. “A força da roça” – o uso da marca como diferencial de mercado na COOPERAFES – Moita Bonita - SE. Itabaiana: 2022 |
url |
https://ri.ufs.br/jspui/handle/riufs/18100 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.publisher.initials.fl_str_mv |
Universidade Federal de Sergipe (UFS) |
dc.publisher.department.fl_str_mv |
DACI - Departamento de Administração – Itabaiana - Presencial |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional da UFS instname:Universidade Federal de Sergipe (UFS) instacron:UFS |
instname_str |
Universidade Federal de Sergipe (UFS) |
instacron_str |
UFS |
institution |
UFS |
reponame_str |
Repositório Institucional da UFS |
collection |
Repositório Institucional da UFS |
bitstream.url.fl_str_mv |
https://ri.ufs.br/jspui/bitstream/riufs/18100/1/license.txt https://ri.ufs.br/jspui/bitstream/riufs/18100/2/Meirivanda%20dos%20Santos_TCC.pdf https://ri.ufs.br/jspui/bitstream/riufs/18100/3/Meirivanda%20dos%20Santos_TCC.pdf.txt https://ri.ufs.br/jspui/bitstream/riufs/18100/4/Meirivanda%20dos%20Santos_TCC.pdf.jpg |
bitstream.checksum.fl_str_mv |
098cbbf65c2c15e1fb2e49c5d306a44c 07ee568677ef9699000eebc7d7ebd670 28f1a00404c9364cc3daa0c8d2efb2dc 4a86e62c682209fa2d54d7e553f894c3 |
bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 MD5 MD5 |
repository.name.fl_str_mv |
Repositório Institucional da UFS - Universidade Federal de Sergipe (UFS) |
repository.mail.fl_str_mv |
repositorio@academico.ufs.br |
_version_ |
1802110785089961984 |