O uso das estratégias de marketing para criação de valor na cadeira produtiva da ovinocultura : o elo do produtor.

Abstract

The Rio Grande do Sul was one of the largest holders of the sheep herd in Brazil, however, faced severe crisis in the sector, been drastically reduce sheep, definitely disrupting the supply chain. This dissertation aimed to investigate the need to propose marketing actions in order to create value in the supply chain of the sheep industry with focus on farmers, raising again the State reference mutton. For this it was necessary to structuring qualitative and quantitative research, application of pretests, and in-depth interviews in order to guide the research and enrich the data collected. In the construction of the questionnaires was used 5-point Likert scale to capture the perceptions of respondents, enabling the data tabulation and analysis interpretation. In order to enrich the research data of this study, the questionnaires were applied to producers, consumers and refrigerators. After the data interpretation was a clear need to use marketing strategies, suggested in a special chapter, demystifying marketing to the producers, they still have a blurred vision of how their products can add value to their properties, making use of the strategies.