Perception of performance and importance to consumers agro-industry of family companies in the northern region of Rio Grande do Sul state

Percepção de desempenho e importância para consumidores de agroindústrias familiares na região norte do Rio Grande do Sul

ABSTRACT:

The aim of this study was to identify the strategic direction of agroprocessing enterprises and the level of compliance with consumer requirements, as well as the position of agro-industry enterprises in relation to their primary competitors. To this end, a survey was performed, which included nine family agro-industry enterprises from the Northern region of Rio Grande do Sul (RS) and their respective buyers. For this research, the Importance-Performance Matrix methodology described by SLACK (2002) was used. The strategy of the analyzed agro-industry enterprises relies on differentiation, presenting most of the items studied in accordance with consumers’ demands. Consequently, they are not at a disadvantage to their competitors in most criteria that consumers consider fundamental at the time of purchase.

Key words:
agro-industries family; importance-performance matrix; competitiveness; strategic orientation; strategic positioning; northern Rio Grande do Sul