Satisfação dos consumidores: um estudo das feiras da agricultura familiar do Município de Cerro Largo - RS

Abstract

With the consumer increasingly demanding, the study on satisfaction seeks to know you better to understand your needs and desires. The fairs of Cerro Largo - RS offer products from the family agriculture of the municipality. The study about satisfaction in these environments can provide consumers with knowledge about their consumers and relevant information on the variables that interfere in their satisfaction. In view of the above, the present study had the objective of analyzing the level of consumer satisfaction of products from the family agriculture fairs of the mentioned municipality, the Producer Fair, the Fair of the organic group of the Comandaí and Kiosk of COOPACEL, the most frequented. The study was carried out through quantitative and descriptive research. To obtain the data was applied structured questionnaire content 15 questions to 96 consumers who constituted the sample. As a result, it can be seen that consumers are mostly women, married, with a family income of 2 to 4 minimum wages and incomplete higher education, and who attend the fair sporadically. As for the reasons that lead consumers to seek this consumption are the products of family agriculture, fresh and quality. In terms of satisfaction with the fair, it was identified that consumers are more satisfied with the health, quality and service items and less satisfied with the place of access, promotions and discounts to consumers, salubrity and availability of products, day and time of the fairs and the attendance. As for the relationship between profile and satisfaction, there is similarity in the data, being the most satisfied, with observations for complete high school, age range between 38 and 47 years and time attending the fair between 3 to 5 years and 9 months, are dissatisfied more significant, in relation to the fairs, all point to satisfied consumers, with exception to the Kiosk of COOPACEL, which presented some dissatisfaction. In general, most of the interviewees are satisfied with the fairs, especially the Producer Fair. Thus, it can be concluded that consumers of the family farms in Cerro Largo - RS, are satisfied with the items surveyed.