The Authenticity Of Brand And The Agroindustrial Cooperatives Of Paraná

Abstract

This study aimed to identify the brand authenticity of cooperatives known in Paraná and its prominent dimensions, based on consumer assessment, with a measure of cognitive and behavioral authenticity proposed by Kososki (2015). Twenty-one brands of agroindustrial food-producing cooperatives were used, linked to the Organization of Cooperatives of Paraná (OCEPAR). The method is characterized as descriptive, with a quantitative and qualitative approach, through the application of 388 questionnaires by Google Forms, from 9000 links randomly distributed between February and March 2016. The results showed the prominent dimensions of the cooperatives surveyed, quality, origin, simplicity and essence. In addition, there was a rise of the tradition dimension in the context of cooperatives, whose size was not used in the final scale of Kososki (2015). It was concluded that cooperatives have a strong influence on the lives of external and internal consumers, in reference to quality products and presence in the daily lives of people, at the regional level

Keywords

• consumer behavior
• brand authenticity
• agroindustrial cooperatives