Key Factors in Choosing Agricultural Equipment Dealers: The Perspective of Farmers in Votuporanga

• DOI: https://doi.org/10.22533/at.ed.5157272624035

• Palavras-chave: Agribusiness. Consumer behavior. Purchase decision. After-sales service. Satisfaction.

• Keywords: Agribusiness. Consumer behavior. Purchase decision. After-sales service. Satisfaction.

• Abstract:

  This study investigates the factors that influence the decision-making of farmers in the Votuporanga region of São Paulo when choosing agricultural machinery dealers. Recognizing agribusiness as a key pillar of the Brazilian economy and agricultural mechanization as an essential element for optimizing production, the research delves into criteria that go beyond price when purchasing high-value-added equipment. The methodology employs a quantitative, descriptive, and exploratory approach, using a structured online questionnaire with multiple-choice questions and a Likert scale, administered to a sample of 200 rural producers in the region. The collected data will allow us to characterize the socioeconomic and productive profile of the participants, identify and prioritize the criteria for selecting dealerships, assess perceptions regarding the importance of various factors such as technical assistance, after-sales service, reputation, and online channels, and measure the level of overall satisfaction. Data will be processed anonymously, with analysis using descriptive statistics and association tests. The expected results aim to fill a gap in specific information regarding purchasing behavior in the regional agribusiness sector, providing insights to help producers make more strategic decisions and enabling dealerships to improve their services and align with market expectations. The study will also contribute to advancing scientific knowledge about agricultural consumers and their role in the development of the local sector. The research was submitted for approval to the Research Ethics Committee (CEP) at Universidade Brasil, ensuring compliance with ethical guidelines for research involving human subjects.