Detalhes bibliográficos
| Ano de defesa: |
2013 |
| Autor(a) principal: |
Picolli, Caroline de Andréa |
| Orientador(a): |
Spers, Eduardo Eugênio
 |
| Banca de defesa: |
Rocha, Thelma Valéria
,
Cheung, Thelma Lucchese
|
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Associação Escola Superior de Propaganda e Marketing
|
| Programa de Pós-Graduação: |
Programa de Mestrado em Administração da ESPM
|
| Departamento: |
Gestão Internacional
|
| País: |
BR
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede2.espm.br/handle/tede/55
|
Resumo: |
The market requires decision making increasingly rapid and consistent. The technology has put the world connected in real-time: people, markets, exchanges and information. In agribusiness decisions depend on uncontrollable variables like: exchange rate, price, climate and environmental conditions. In this context of pressure and speed that the individual uses a process of simplifying decision making, using shortcuts to simplify the cognitive process (heuristics), which in turn can lead to errors (biase). In hedonic perspective taking decision to purchase a product is based on the set of attributes of each product, which in turn have different capacities to provide the benefits and satisfy a need. And these attributes are evaluated by their values, beliefs or past experiences of individuals. Thus for the study of decision making regarding herbicide rancher for grazing in Brazil was based on three grounds: attributes through the utility function that has a more economical approach (LANCASTER, 1971) given an emphasis on the attribute country of origin, the heuristics and biases that has a psychological approach ( HASTIE; DAWES , 2001) , and the third the values prevalent in cattle ranchers , also with a psychological approach ( HOMER; KAHLE, 1988, HG, 1982) . The methodology has two steps with the first qualitative approach using three methods: TCIP, Laddering and conjoint analysis. The second step has the data collection through an online survey with 75 farmers. To analyse the data were used factorial analysis and cluster analysis. At the end based on all the results we propose a model of farmer decision making regarding herbicide grassland in Brazil that includes: values, heuristics and biases prevalent; attributes that make up the image of the herbicide, the set of preferred attributes and sue respective levels, the resulting factors of decision making, as well as segments of ranchers. |
