Valeu o boi!: Sistema Agregado de Marketing do couro artesanal do cariri cearense

Abstract

An aggregate marketing system is a set of organizations / actors that are organized in a complex way, in a series of inputs and outputs, around a particular consumption proposal. This research aimed to characterize the aggregate marketing system of leather artisanal in Cariri Cearense, in an integrated perspective between the suppliers, market regulators (governors) and costumers. In this sense, a case study was conducted, with the leather handmade SAM as a locus, carried out in three cities of the State of Ceará, Nova Olinda, Juazeiro do Norte and Fortaleza, where the groups analyzed were found in this dissertation. To understand the system, he made a systematic review of literature in which the configuration of the aggregate marketing system, its actors, the main authors of the topic, what arguments are used to conduct study of the type, nature and methods applied in these theory(ies) and underlying discussions are applied. Thus, categories of analysis were established and empirical research was carried out with the three primary actors - proponents, costumers and government - identified in the theory, with methodological procedures of qualitative approach, using the strategy of the case study to analyze the phenomena, making the use of semistructured interview observation and focal group, as collection procedures, taking into account the specificities of the groups of subjects and the need for data for the study. The results present the configuration of the aggregate marketing system of leather artisanal and its characteristics, pointing the group of suppliers as the most extensive because it involves a large number of agents involved in the production process. Five categories of structure, interaction, social norms, adaptability and sustainability are presented and discussed, based on the perception of the three groups of primary actors. The context of the artisanal marketing system of leather, the way in which this search remains sustainable, provoking the need for interventions among groups of actors, such as government for suppliers, in the market meeting the market and social demands are the main contributions of this study.