A influência dos valores pessoais na decisão de compra de defensivos agrícolas: um estudo de caso do setor sucroalcooleiro
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Data
2018-11-05
Autores
Ibelli Neto, João
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Universidade Estadual Paulista (Unesp)
Resumo
Objetivo: identificar os valores pessoais que motivam a tomada de decisão dos profissionais responsáveis pela decisão de compra de defensivos agrícolas nas empresas atuantes no setor sucroalcooleiro brasileiro, por meio da análise da relação atributo, consequência (beneficio) e valor. Metodologia / Procedimentos de Pesquisa: realizou-se uma pesquisa exploratória, com abordagem qualitativa, na qual a coleta e análise dos dados ocorreu por meio da técnica de escalada, também conhecida como laddering. Esta técnica é uma das mais utilizadas para pesquisas que buscam compreender, mediante de sondagens dirigidas, as associações entre os benefícios, consequência e valores determinantes. Resultados e Discussões: os principais valores identificados pela pesquisa foram ‘segurança’, ‘conformidade’ e ‘tradição’, demonstrando a maturidade do setor sucroalcooleiro que possui relações comerciais estabelecidas com seus fornecedores, além do elevado nível técnico de seus profissionais na busca pelas melhores soluções para o manejo da cultura. Com isto, foi possível determinar as cadeias mais relevantes e todas as suas ligações que são utilizadas para a tomada de decisão de compras de defensivos agrícolas do setor estudado. Implicações Gerenciais: o conhecimento que uma organização detém sobre a cadeia hierárquica que relaciona os atributos e benefícios apresentados pelos seus produtos com os valores despertados nos clientes, possibilita para a organização, o enriquecimento, a criação e o aprimoramento de estratégias de marketing. Com o Mapa Hierárquico de Valor, é possível identificar diferentes cadeias que podem servir para enriquecer as estratégias de comunicação dos produtos. Conclusões e Limitações da Pesquisa: esta pesquisa traz, além da contribuição acadêmica com os resultados descritos acima, oportunidades para as indústrias de defensivos agrícolas de compreender corretamente todos os elementos que compõe a cadeia de valor que é reconhecida pelo seu cliente com o uso de um determinado produto, e com isto, valorizar cada vez mais os benefícios percebidos pelos mesmos. Como limitações da pesquisa, vale destacar que, esta metodologia dificulta sua aplicação em larga escala, pois exige entrevista em profundidade que acaba sendo muito demorada. Originalidade: a originalidade do estudo está na utilização da técnica laddering na identificação dos valores pessoais dos responsáveis pela compra de defensivos agrícolas do setor sucroalcooleiro. Desta forma auxiliar as empresas que negociam esses insumos no desenvolvimento e implementação das estratégias de marketing comunicação com os clientes.
Purpose: identify the personal values that motivate the decision-making of the professionals responsible for the decision to buy agrochemicals in companies operating in the Brazilian sugar and ethanol sector, through the analysis of the relation attribute, consequence (benefit) and value. Design/methodology: an exploratory research was carried out, with a qualitative approach, in which the data collection and analysis was performed through laddering technique. This technique is one of the most used for research that seeks to understand, through targeted surveys, the associations between benefits, consequences and determinant values. Findings and Discussions: the main values identified by the research were 'safety', 'compliance' and 'tradition', demonstrating the maturity of the sugar and alcohol industry, which has established commercial relations with its suppliers, and the high technical level of its professionals in search of the best solutions for handling of culture. With this, it was possible to determine the most relevant chains and all their connections that are used for the decision making of purchases of pesticides in the sector studied. Management Implication: the knowledge that an organization has about the hierarchical chain that relates the attributes and benefits presented by its products to the values aroused in the clients, allows for the organization, enrichment, creation and improvement of marketing strategies. With the Hierarchical Map of Value, it is possible to identify different chains that can serve to enrich the communication strategies of the products. Conclusion and Research limitations: this research brings, in addition to the academic contribution with the results described above, opportunities for the agricultural pesticides industries to correctly understand all the elements that make up the value chain that is recognized by their customer with the use of a particular product, and with this, more value and more benefits perceived by them. As limitations of the research, it is worth noting that, this methodology makes it difficult to apply on a large scale, since it requires an in-depth interview that ends up being very time-consuming. Originality: the originality of the study lies in the use of the laddering technique in the identification of the personal values of those responsible for the purchase of agricultural products in the sugar and alcohol sector. In this way help companies that negotiate these inputs in the development and implementation of marketing strategies communication with customers.
Purpose: identify the personal values that motivate the decision-making of the professionals responsible for the decision to buy agrochemicals in companies operating in the Brazilian sugar and ethanol sector, through the analysis of the relation attribute, consequence (benefit) and value. Design/methodology: an exploratory research was carried out, with a qualitative approach, in which the data collection and analysis was performed through laddering technique. This technique is one of the most used for research that seeks to understand, through targeted surveys, the associations between benefits, consequences and determinant values. Findings and Discussions: the main values identified by the research were 'safety', 'compliance' and 'tradition', demonstrating the maturity of the sugar and alcohol industry, which has established commercial relations with its suppliers, and the high technical level of its professionals in search of the best solutions for handling of culture. With this, it was possible to determine the most relevant chains and all their connections that are used for the decision making of purchases of pesticides in the sector studied. Management Implication: the knowledge that an organization has about the hierarchical chain that relates the attributes and benefits presented by its products to the values aroused in the clients, allows for the organization, enrichment, creation and improvement of marketing strategies. With the Hierarchical Map of Value, it is possible to identify different chains that can serve to enrich the communication strategies of the products. Conclusion and Research limitations: this research brings, in addition to the academic contribution with the results described above, opportunities for the agricultural pesticides industries to correctly understand all the elements that make up the value chain that is recognized by their customer with the use of a particular product, and with this, more value and more benefits perceived by them. As limitations of the research, it is worth noting that, this methodology makes it difficult to apply on a large scale, since it requires an in-depth interview that ends up being very time-consuming. Originality: the originality of the study lies in the use of the laddering technique in the identification of the personal values of those responsible for the purchase of agricultural products in the sugar and alcohol sector. In this way help companies that negotiate these inputs in the development and implementation of marketing strategies communication with customers.
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Palavras-chave
Laddering, Atributo, Valor, Setor sucroalcooleiro, Defensivos agrícolas, Alcohol industry, Sugar