Resumen de A percepção dos beneficiários e as segmentações dos serviços de assistência técnica e extensão rural no Brasil

Nágela Bianca do Prado, Ricardo Cerveira, Christiano França da Cunha, Kleber Batista Pettan, Hur Ben Correa da Silva

• English

  The insertion of the agricultural sector in the sustainable development agenda has increased, intending to combine rural socioeconomic development with environmental preservation. In this scenario, the Technical Assistance and Rural Extension (TARE) service has been targeting goals to increase the rural families’ farmer’s life quality with an objective to offer skills acquisition, promote behavior change and transform the way of life in the short, medium and long term. By framing the beneficiary of the service as a 'consumer' and the TARE as a 'product', a study can be carried out from the ’consumer marketing’ perspective. Thus, this study aimed to analyze to what extent the characteristics of family farming producers influence the perception of the TARE service in three categories: skills acquisition, behavior changes and livelihood transformation, through their segmentation according to age, gender, education, main activity and the fact if the producer participates in social organization. Therefore, 457 observations of a survey carried out with Brazilian family farmers were analyzed. The empirical analysis was developed using the Structural Equation Modeling technique. The results indicated that segmentations by age, education and main activity do not have significant influences on the perception of the service in the three designated attributes. Gender and participation in social organization partly influence the perception of the items 'acquisition of skills, 'behavior change' and 'transformation of livelihood'. In general, it was identified that, unintentionally, the provision of the TARE service in Brazil is already segmented.

• português

  A inserção do setor agrícola na agenda do desenvolvimento sustentável tem aumentado com a intenção de combinar desenvolvimento socioeconômico rural com preservação do meio ambiente. Neste cenário, o serviço de ATER tem se pautado em metas para incrementar a qualidade de vida das famílias rurais com vistas a oferecer aquisição de habilidade, promoção na mudança de comportamento e transformação no meio de vida no curto, médio e longo prazo. Ao enquadrar o beneficiário do serviço como ‘consumidor’ e a ATER como ‘produto’ pode-se fazer um estudo sob a ótica do marketing do consumidor. Assim, esta pesquisa objetivou analisar em qual medida as características dos produtores da agricultura familiar influenciam na percepção do serviço de ATER em três quesitos: aquisições de habilidades, mudanças de comportamento e transformação do meio de vida, através da segmentação destes quanto à faixa etária, gênero, escolaridade, atividade principal e o fato do produtor participar de organização social. Para tanto, analisou-se 457 observações de um estudo realizado com agricultores familiares brasileiros. A análise empírica foi desenvolvida por meio da técnica da Modelagem de Equações Estruturais. Os resultados indicaram que segmentações por faixa etária, escolaridade e atividade principal não têm influências significativas na percepção do serviço nos três atributos designados. O gênero e a participação em organização social influencia, em parte, na percepção dos quesitos ‘aquisição de habilidades’, ‘mudança de comportamento’ e ‘transformação do meio de vida’. De maneira geral identificou-se que, de forma não proposital, o oferecimento do serviço de ATER no Brasil encontra-se já segmentado.

    ABSTRACT The insertion of the agricultural sector in the sustainable development agenda has increased, intending to combine rural socioeconomic development with environmental preservation. In this scenario, the Technical Assistance and Rural Extension (TARE) service has been targeting goals to increase the rural families’ farmer’s life quality with an objective to offer skills acquisition, promote behavior change and transform the way of life in the short, medium and long term. By framing the beneficiary of the service as a 'consumer' and the TARE as a 'product', a study can be carried out from the ’consumer marketing’ perspective. Thus, this study aimed to analyze to what extent the characteristics of family farming producers influence the perception of the TARE service in three categories: skills acquisition, behavior changes and livelihood transformation, through their segmentation according to age, gender, education, main activity and the fact if the producer participates in social organization. Therefore, 457 observations of a survey carried out with Brazilian family farmers were analyzed. The empirical analysis was developed using the Structural Equation Modeling technique. The results indicated that segmentations by age, education and main activity do not have significant influences on the perception of the service in the three designated attributes. Gender and participation in social organization partly influence the perception of the items 'acquisition of skills, 'behavior change' and 'transformation of livelihood'. In general, it was identified that, unintentionally, the provision of the TARE service in Brazil is already segmented.