Processo decisório para o empreendedor rural de Chapecó

Abstract

The city of Chapecó is embedded in a strong scenario in agricultural production and it is directly linked to the local economy. Given this context, the rural entrepreneur needs to develop skills and knowledge to be always supplying, with quality and good productivity, the demands of the consumer market. This context leads to the need to understand how the entrepreneurs of these rural properties of Chapecó-SC structure the decision-making process regarding the choices of how, when and what to buy, cultivate and commercialize. The research is characterized as a multiple case study, with an exploratory and qualitative approach. The research objective was provided through a survey of rural entrepreneurs from the city of Chapecó-SC. The data collection was performed through an interview with a semistructured script based on the set of factors that influence decision making, together with the observation technique. Data analysis was structured in: 1) Profile of the interviewees; and 2) Influence factors in decision making, where the following factors are found: a) Operational factors; b) Organizational Factors; c) External factors; d) Informational factors; e) Management Factors. The result obtained demonstrates that the decision-making process is performed in the family group and in a simple way, basically using the knowledge obtained in the daily work. As final considerations of the research it is revealed that it is necessary to deepen the process of decision-making of the rural entrepreneur.