DETERMINANT ATTRIBUTES BY THE RURAL PRODUCER IN THE CHOICE OF A COMPANY FOR DELIVERY OF AGRICULTURAL PRODUCTION

Abstract

The article's main focus is the understanding of the marketing P's that are  crucial   in   choosing   a   company,   with   customer satisfaction being an important and indispensable tool for business success and the good relationship between   company   and customers. Therefore, the objective of the study is to analyze the determinant attributes by the rural producer in  choosing   the company for the delivery of agricultural  production   from   the   four   P's   of   marketing,   emphasizing   its   applicability   and contribution in order to reach new partners and trust them. The  research   is   characterized   as   applied,   descriptive,   with   a qualitative and quantitative approach. Therefore, we used a data collection technique through a  questionnaire   applied   to   95 customers, in order to obtain information that would assist in the answer of the proposed objective,   being   collected   through the use of the Likert scale technique, later tabulated in Excel  spreadsheets,   obtained   automatically   by   the   monkey,   which allowed for its analysis and interpretation. The results showed that the company has an excellent satisfaction concept in almost all the P's of the proposed marketing mix, and should only reevaluate some issues. It is concluded that customer satisfaction  is related to the trust placed in the company due to the guarantee and   quality   of   the   services   offered,   support   in   storage, competitive prices with the market, retaining customers with credibility and  trust   in   the   company,   maintaining   solidity   in market and reliability in the grain market.