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A Produção E Comercialização Da Carne De Avestruz Pela Cooperativa Cpars E A Percepção Do Consumidor

Author

Listed:
  • Ceolin, Alessandra Carla
  • Pereira, Paulo Rodrigo
  • Correa, Augusto Faria
  • Abicht, Alexandre Melo

Abstract

Este estudo foi realizado nas propriedades rurais de estrutiocultores da região metropolitana de Porto Alegre, na cooperativa CPARS e com os clientes de uma churrascaria da cidade, com o objetivo de verificar se a carne de avestruz seria bem aceita pelo consumidor e como esse percebe as semelhanças e diferenças dessa carne, além de fornecer subsídios para as estratégias de comercialização da cooperativa. Para execução deste artigo foi realizada uma visita de campo, entrevistas aos produtores rurais e a um gestor da cooperativa, a fim de entender como está sendo a comercialização e divulgação da carne de avestruz. Após, foram realizadas entrevistas, através de questionários a diversos clientes da churrascaria para verificar a percepção do consumidor quanto ao consumo da carne de avestruz. Observou-se uma deficiência na divulgação sobre os locais de venda e do próprio produto e, que, enquanto a estratégia da cooperativa está voltada para algumas ações de marketing, o consumidor, apesar de disposto a consumir o produto, não detém o conhecimento adequado sobre o mesmo, principalmente, pela falta de informação. Os demais resultados são apresentados no decorrer desse artigo.---------------------------------------------This study was carried out in the rural real states of ostrich breeders, metropolitan region of Porto Alegre, at CPARS cooperative and with customers of a steak house in the mentioned city, aiming to verify whether the ostrich meat would be well accepted by the consumer and how this consumer notices the similarities and differences of this meat, apart from supplying subsidies for the strategies commercialization of the cooperative. For the construction of this article, field visit took place, interviews with breeders and a cooperative’s manager carried out, in order to comprehend how the commercialization and advertising of the ostrich meat is being made. Then, interviews were carried out through questionnaires given out to several customers of the steak house in order to check the consumers’ perception concerning the ostrich meat. One has noticed a deficiency in the sales points advertising of its own product and, that, while the strategy of the cooperative is focused on some marketing measures, the consumer although eager to consume the product do not possess the proper knowledge about it, mainly for the lack of information. The other results are presented in the course of this article.

Suggested Citation

  • Ceolin, Alessandra Carla & Pereira, Paulo Rodrigo & Correa, Augusto Faria & Abicht, Alexandre Melo, 2008. "A Produção E Comercialização Da Carne De Avestruz Pela Cooperativa Cpars E A Percepção Do Consumidor," 46th Congress, July 20-23, 2008, Rio Branco, Acre, Brazil 118715, Sociedade Brasileira de Economia, Administracao e Sociologia Rural (SOBER).
  • Handle: RePEc:ags:sbrfsr:118715
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    Keywords

    Livestock Production/Industries;

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