Mercado da carne de peixe de água doce em Santa Cruz do Sul/RS/Brasil : uma análise do comportamento do consumidor.

Abstract

The rural producers, mainly the ones in the area of Santa Cruz do Sul, where the tobacco cultivation is predominant, are striving seek for alternatives to diversify their production. The rural area of this region is characterised by small properties and uneven topography that limits several cultures. Considering such characteristics, fish cultivation in captivity (fish of fresh water) was implanted, with the support of the Municipality, as a possible alternative to increase the farmers' income. However, the success of every productive activity requires a receptive market to the product as well as a good management of the whole process. This study attempted to approach the market of Santa Cruz do Sul concerning fish meat, and more specifically, meat fish of fresh water, as well as to identify the consumer's behavior by getting information on their habits and preferences. Thus, aims to provide fish producers of the area, ways to identify opportunities and trends that which can be used better management of their activities.