BEHAVIORAL PROFILE AND MIDIAS HABITS OF THE RURAL PRODUCER IN AN AGRICULTURAL COOPERATIVE - CASE STUDY

Abstract

The objective in the development of this research is to demonstrate the behavioral profile and media habits of cooperative members in an agricultural cooperative, analyzing the relationship in negotiations before the gate, within the gate and after the gate of the farms. In agribusiness, any action carried out in these segments maintains a relationship between its parts. The objective is to identify the best ways so that everyone involved can have complete information, agility and with security of facts and data. Communication is a whole process that is installed in manufacturing values, in product design, in packaging, in the origin of raw materials. The methodology used in the elaboration of this research was through bibliographic and documentary research and a field research with the cooperative's membership. We conclude that in this way, the organization's communication actions in the final process (post-gate) grow; within the agribusiness chain, aimed at the consumer, and actions from the same organization focused on its producer, integrated also emerge - in addition to links and relationships with input suppliers, production goods and genetics at the beginning of the production system, thus generating a greater credibility to agricultural products.

KEYWORDS: Cooperatives, communication and marketing.