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- Title
CATTLE FARMERS' DECISION-MAKING PROCESS REGARDING HERBICIDE FOR GRAZING IN BRAZIL.
- Authors
PICOLLI, Carolline de Andréa; SPERS, Eduardo Eugênio; ALMEIDA, Luciana
- Abstract
This article aims to characterize cattle farmers' decision-making towards herbicide for grazing in Brazil. The study is based on three fundaments: attributes through the utility function that have an economic approach with emphasis on the country-of-origin attribute; heuristics and biases that have a psychological approach; and values that are predominant in cattle farmers, also with a psychological approach (HOMER; KAHLE, 1988; GUTMAN, 1982). The research adopted a mixed method applying qualitative and quantitative approaches for collecting and analyzing data. In the qualitative phase, three data collection techniques were applied: Products Image Configuration (PICT), Laddering and Conjoint Analysis. The subsequent quantitative stage consisted on online survey with 75 cattle farmers. The results evidenced a cattle farmers' decision-making model regarding herbicide for grazing in Brazil including: values; heuristics and biases prevalent; attributes that make up the image of the herbicide; set of preferred attributes and their corresponding levels; resulting factors of decision-making; and segments of cattle farmers.
- Subjects
BRAZIL; HERBICIDES; CATTLE; MIXED methods research; FARMERS; UTILITY functions
- Publication
Caderno de Administração, 2020, Vol 28, Issue 1, p46
- ISSN
1516-1803
- Publication type
Article
- DOI
10.4025/cadm.v28i1.53291