O marketing digital na agricultura familiar: uma nova perspectiva na relação agricultor-consumidor

Abstract

Family farming makes an important contribution to the Itaqui city, providing food of biological and organoleptic quality with different characteristics from the industrial standard, meeting the demands of certain consumer segments. The access of family farming in virtual marketing systems, seeks the need to understand e-commerce between consumer and seller, involving channels of dissemination in social media such as Facebook and Instagram, linked to the main sales channel. The general objective of this work is to analyze the implementation of an internet marketing system aimed at family farmers, focusing on their acceptance, considering the challenges and opportunities through applicability and usability strategies. The methodology adopted is characterized as a case study represented by the creation and implementation of an online marketing system known as e-commerce, using a quantitative-qualitative approach composed of formal investigation methods, such as face-to-face interviews, with the aid of a semi-structured questionnaire, which guarantees to guide the questioning and data collection. The results demonstrate the understanding and enthusiasm of family farmers for this e-commerce characterized as an online marketing system. The knowledge of these innovative mechanisms is still small among the elderly, however the younger generations of farmers have something more familiar in digital interaction, indicating the possibility of using the promising system. Possible dissemination metrics analyzed show the high visibility that this investment brings to the business, resources that considerably increase the distribution power and reach of publications, making it reach potential customers associated with family farming in Itaqui-RS. Furthermore, it is concluded that social networks have the power to expose and publicize this marketing system located on the website called “Observatório Agricultura Familiar”. In this way farmers will be able to supply their products, combine deliveries, thus retaining their customers, expanding the universe market.