O Impacto das estratégias de marketing no desempenho dos produtores rurais no povoado Barraquinha

Abstract

This study aimed to analyze the impact of marketing strategies on the performance of rural producers in the village of Barraquinha, located in the municipality of Lago dos Rodrigues, Maranhão. To this end, a bibliographical research was carried out in order to substantiate the concepts of marketing and consumer behavior in the rural context, and a field research, of an exploratory nature, with a quantitative approach, applied to a sample of nine farmers from the locality. The study investigated aspects such as the marketing channels used, the knowledge and application of marketing strategies, the frequency of sales, the form of advertising of products and the criteria adopted for defining prices, in addition to the perception of producers about the influence of marketing on increasing sales. The results indicated that, although all producers recognize that marketing can contribute to increasing sales, most of them still do not use specific or structured strategies to market their products. In addition, it was found that the most used criterion for defining prices is the observation of the price charged by the competition, cited by 44.4% of the participants. These data reveal that, despite awareness of the importance of marketing, there are significant limitations in practice, mainly due to low levels of education, lack of technical knowledge, lack of training and difficulties in accessing digital technologies. The study concludes that there is a need for public policies, training programs and educational actions aimed at including farmers in the world of marketing, in order to enhance competitiveness, improve income and strengthen the sustainable economic development of the Barraquinha village. Thus, the work contributes to the understanding of the local reality and offers support for future initiatives and research aimed at improving the commercial performance of small rural producers