HÁBITOS DOS PRODUTORES RURAIS NO USO DE FERRAMENTAS DIGITAIS: UM ESTUDO NO MUNICÍPIO DE TANGARÁ DA SERRA- MT.

Rodrigues Vargas, Allyson; Minetto Sznitowski, Adelice; Martins dos Santos, Andresa Luzia; Rodrigues Vargas, Guilherme Angerames

Marketing gains space in agribusiness in view of the perception of entrepreneurs in the sector regarding the need and the importance of generating new business. Knowing customers to understand and meet their needs is a marketing function and this can be facilitated through the internet. Then comes digital marketing, which involves the relationship with customers through the internet using social networks capable of influencing the consumer's decision. For this reason, it is necessary to be attentive to the demands of an increasingly connected public, including rural ones. Studies show that rural producers are increasingly connected to the internet and, for this reason, social media is an opportunity for companies to relate to customers and expand the contact network of rural entrepreneurs themselves. Given this finding, the study aimed to identify the habits of rural producers in the use of digital tools in the municipality of Tangará da Serra-MT. For that, the methodology used was a survey research of an exploratory-descriptive nature with non-probabilistic sampling and involved a group of 41 rural producers in the municipality mentioned with which data were collected through structured questionnaires. The analysis of the data revealed that these producers, in addition to access to traditional media, are active in the use of social networks and applications with different purposes, both for production and communication. The digital behavior of the analyzed group presents possibilities (channels) for contacts and business in one of the representative segments for the country, in this case agribusiness.

Revista Foco (Interdisciplinary Studies Journal), 2024, Vol 17, Issue 7, p1

1981-223X

Academic Journal

10.54751/revistafoco.v17n7-043