Fatores que o agricultor leva em consideração para escolher a semente de soja

Abstract

Research develops a comprehension of the factors that the farmer takes into consideration when choosing soybean seed, which allows him to outline strategies for segmenting the target market, mainly focusing to overcome competitors and requirements from associates/customers. Copagril has marketed soybeans seeds to their cooperates. Thus, an study was developed with the objective to know the factors that can affect the farmers choice when selecting the seed that is being sold. It was determined the variables with high perception by the cooperative farmers in relation to soybean seeds agribusiness. In face of the research results, it was concluded that the company which adopts modern marketing concepts and business strategies warrants competitiveness, maintenance, and customers satisfaction. The study also allows to characterize the Copagril farmers as: 1- using high technology; 2- having high perception of the value of germination, vigor and seed origen; 3- efficient use of the land with early soybean varieties; 4- using of graded soybean seeds, treated with fungicide and packed in woven plastic bags 5- buying soybean seeds based on the grain value; and 6- having eager for new advances.