DIFICULDADES E ESTRATÉGIAS NA COMERCIALIZAÇÃO DE PRODUTOS DA FEIRA LIVRE DA QUATORZE DE MARÇO EM CAPANEMA, PARÁ.

Abstract

The present work aimed to show the main difficulties and marketing strategies in the products of the fair marketers of Quatorze de Março in Capanema, Northeast Paraense. The research was conducted from February 9 to 10, based on data collection through the application of a semi-structured questionnaire containing 35 closed questions. From this, we analyzed factors such as: presence or absence of traders' organizations, participation of traders in groups or organizations, type of cultivation (organic and conventional) and marketing, relating them to strategies in the marketing of products, besides the main ones. Difficulties faced by these people in the marketing process. The collected data were systematized through a percentage analysis related to each item presented, with the aid of the Excel version 2010 program. The results showed that 55% of the interviewees produce, totally or partially, the products sold in their establishments. There is an absence of organizations, groups or movements among marketers, even 50% of them showing interest in participating. Quatorze consumers demand, in their majority (82%) conventionally grown products, for this reason only 36% of the products sold are produced organically, with the largest weight in the purchase of a product being price. the main difficulty in marketing (27%). Regarding infrastructure, the “insufficient space” factor behaved more expressively. As a means of publicizing their products, marketers use the method called “word of mouth”, accounting for 56% of the results, which is one of the main marketing strategies. The lack of public interest in the difficulties faced by the fair traders is clearly visible, as they are developing their activities independently and developing their own marketing strategies, based on empirical knowledge and trying to get around their problems.