Resumo

ALONSO, Julio C. et al. Qualitative marketing research techniques applied to consumers of fresh fruit. estud.gerenc. [online]. 2017, vol.33, n.145, pp.412-420. ISSN 0123-5923.  https://doi.org/10.1016/j.estger.2017.10.003.

This article presents some qualitative techniques used in marketing research that can be applied to the study of agricultural goods. The purpose of this article is to show the usefulness of qualitative marketing studies for the agricultural sector with emphasis on consumers’ perceptions of fresh fruit. It uses a focus group to illustrate the concepts with a case of fresh guava. It concludes that the results of these studies are useful for thinking about marketing strategies and plausible changes in the agricultural productive processes. Within the limitations, it is noted that the results yield by these techniques cannot be extrapolated and require follow-up studies.

Palavras-chave : Agro-business; Consumer behavior; Fresh fruit; Qualitative marketing research.

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