Identification of determining factors in formation of açaí berry price from the perspective of its entrepreneurs

Abstract

Purpose: This research aims to identify the determinants factors for açai berry price liter in Belem Metropolitan Region (RMB) at Para state, Brazil, according to the perception of its entrepreneurs. Methodology: An exploratory with a qualitative approach research, conducted through face-to-face semi-structured interviews with açaí entrepreneurs, in the RMB. The collected information was treated with content analysis, using ATLAS.Ti 8 software, in three categories of analysis: determining factors for pricing based on costs; determining factors for market-based pricing; determining factors for pricing based on costs and market. From these three categories, the description of the factors and variables took place. Results: It was concluded that açaí entrepreneurs predominantly adopt strategies for price formation based on costs, as opposed to determinants based on market factors, using inadequate information and methods of price formation, based only on personal experience and perceived need, lacking training and formal education, under the study field, drawing attention support from agencies that promote entrepreneurship, and definition of public policies for development and improvement of activity of producing açaí pulp in Belem and region. Contributions of the Study: From a theoretical perspective, this research contributes to study and discussion of sales price formation approaches. As a practical contribution, this research emphasizes the açaí fruit in establishments belonging to Para metropolis, favoring the development and improvement of local enterprises. Finally, given that açaí is a food product of cultural and economic significance for the RMB, this research contributes socially by portraying and bringing to discussion the reality of these businesses management.

Keywords

• pricing strategies; costs; market; açai berry; metropolitan region of belem.