PERCEPÇÃO DOS CONSUMIDORES COM RELAÇÃO AOS PRODUTOS ORIUNDOS DE COOPERATIVAS: consumo e percepção de marca

Abstract

The present article delves into understanding consumers' preferences and perceptions regarding products from agricultural cooperatives in Naviraí-MS, a topic of great relevance for strengthening the cooperative sector. As for the methodological procedures, a mixed approach was adopted, combining a literature review with quantitative and qualitative analysis. The research included 74 participants who responded to a questionnaire with both open-ended and closed-ended questions. The study aimed to analyze the complex relationship between consumption, brand identification, and the consolidation of cooperative products in the local market. It highlighted the importance of understanding consumer expectations and identifying the factors influencing their purchasing choices, particularly concerning products from cooperatives. The main objective was to map opportunities and challenges for cooperatives, focusing on building strong brands capable of generating trust and loyalty, and developing effective marketing strategies to enhance competitiveness and strengthen relationships between producers and consumers. The research achieved its objective by identifying key factors and proposing strategies to strengthen cooperatives, increasing their competitiveness and social impact.