ANÁLISE DO PROCESSO DECISÓRIO DE COMPRA DE INSEMINAÇÃO ARTIFICIAL POR PECUARISTAS DE GADO DE CORTE
Resumo
A concorrência a nível global no mercado de carne brasileiro viabilizou o uso de P&D como ferramenta de impulso ao crescimento do mercado nacional, principalmente no que diz respeito à inseminação artificial. Nesse contexto, cresce a importância do papel dos pecuaristas no que tange ao processo de compra de produtos de inseminação artificial, como um dos diferenciais para obter-se sucesso no negócio. Esse estudo tem como objetivo principal analisar o processo de compra desses pecuaristas, baseando-se nos modelos já existentes de processo de compra de consumidor final e empresarial. Com base nessa análise, identificar quais variáveis do modelo de comportamento de compra organizacional podem vir a serem fatores influenciadores no momento do processo de compra de sêmen animal para gado de corte, bem como quais variáveis comportamentais e ambientais podem vir a influenciar este decisor. Ao longo do estudo serão abordados conceitos e modelos de comportamento de compra e processo decisório de compra como forma de fornecer embasamento teórico para as posteriores análises. Uma pesquisa exploratória qualitativa foi aplicada de forma a coletar dados primários que embasem as análises e considerações finais do estudo.
ANALYSIS OF THE DECISION MAKING PROCESS OF BUYING OF ARTIFICIAL INSEMINATION OF BEEF CATTLE BREEDERS
Abstract
The competition in the global market for Brazilian meat allowed the use of P&D as a tool to boost the growth of the domestic market, especially with regard of artificial insemination. In this context, the importance of the role of farmers as regards the procedure for purchase of artificial insemination, as one of the differences to obtain success in business. This study aims at investigating the process of purchasing of these farmers, relying on existing models of the buying process of consumer and business. Based on this analysis, identify which variables in the model of organization buying behavior may well be influencing factors at the time of the purchase process of animal semen for cattle, as well as behavioral and environmental variables may influence the decision-maker. A qualitative exploratory research will be done as a means of collecting basic data which will base on the analysis and final study considerations. Throughout the study will be discussed concepts and models of purchase behavior and purchase decision process as a way to provide theoretical basis for further analysis.
Key Words: purchase decision process, artificial insemination, beef cattle.
ANALYSIS OF THE DECISION MAKING PROCESS OF BUYING OF ARTIFICIAL INSEMINATION OF BEEF CATTLE BREEDERS
Abstract
The competition in the global market for Brazilian meat allowed the use of P&D as a tool to boost the growth of the domestic market, especially with regard of artificial insemination. In this context, the importance of the role of farmers as regards the procedure for purchase of artificial insemination, as one of the differences to obtain success in business. This study aims at investigating the process of purchasing of these farmers, relying on existing models of the buying process of consumer and business. Based on this analysis, identify which variables in the model of organization buying behavior may well be influencing factors at the time of the purchase process of animal semen for cattle, as well as behavioral and environmental variables may influence the decision-maker. A qualitative exploratory research will be done as a means of collecting basic data which will base on the analysis and final study considerations. Throughout the study will be discussed concepts and models of purchase behavior and purchase decision process as a way to provide theoretical basis for further analysis.
Key Words: purchase decision process, artificial insemination, beef cattle.
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