African Journal of
Agricultural Research

  • Abbreviation: Afr. J. Agric. Res.
  • Language: English
  • ISSN: 1991-637X
  • DOI: 10.5897/AJAR
  • Start Year: 2006
  • Published Articles: 6691

Full Length Research Paper

Market trend in the agribusiness sector of hybrid maize seed in Paraná State, Brazil

Leandro Bonadio Machado
  • Leandro Bonadio Machado
  • Post Graduation Program in Agronomy , Universidade Estadual de Londrina, CP 6001, Londrina, PR, 86051-990, Brazil;
  • Google Scholar
Valéria Carpentieri-Pípolo
  • Valéria Carpentieri-Pípolo
  • Post Graduation Program in Agronomy , Universidade Estadual de Londrina, CP 6001, Londrina, PR, 86051-990, Brazil;
  • Google Scholar
Silvia Graciele Hülse de Souza
  • Silvia Graciele Hülse de Souza
  • Laboratory of Molecular Biology, Universidade Paranaense, CP224, Umuarama, 87502-210, Brazil.
  • Google Scholar


  •  Received: 09 March 2014
  •  Accepted: 18 November 2014
  •  Published: 25 December 2014

Abstract

Nowadays maize hybrid seed companies use marketing tools to achieve their goals on the target markets in order to stand up to competition, meet consumers’ demands, and ensure the market share. The objective of this study was to identify and rank the variables consumers consider most in the product purchase decision and to survey technical and behavioral aspects to create actions and strategies for the companies of the sector. For this purpose, surveys were conducted with producers of the region of Mauá da Serra (Paraná State) based on the four Ps of the marketing mix (product, promotion, price, and place). In the product mix the factors grain yield, performance in the previous year and recommendations of research institutions influence consumers most in the buying decision. Financing is the preferred form of payment for seeds, and special offers have more influence on the buying decision than the price itself. The months of May, June and July are preferred for seed purchase. The consumers use different media channels to obtain information about the product but what influences producers most are lectures and field days. Companies that apply marketing strategies ensure competitiveness and consumer fidelity.

 

Key words: Aimed market, marketing-mix, seed companies, strategies, Zea mays.