Comunicação boca a boca sobre a farinha de Bragança

Abstract

Word of mouth communication occurs spontaneously where the consumer expresses his emotions and thoughts. Therefore, the objective of the present work is to analyze the form and content of word-of-mouth communication about Bragança flour. And the focus is both to describe the form of word-of-mouth communication among consumers of Bragança flour, and to understand the emotions and thoughts associated with Bragança flour communicated between consumers. The scientific method used was an applied case study, bibliographic and exploratory research for the theoretical basis and creation of the research questionnaire, applied through field research at the Capanema open market from 04/22/2022 to 04/30/2022 . Data were treated by absolute and relative frequency tables using the Excel program. According to agreements with Bragança flour consumers, some questions stood out, such as: 93.75% reported that they buy and eat Bragança flour, and that communication is made with family members (96.25%), unknown people (93, 75%), friends (92.50%) and still communicate with co-workers (77.50%). Regarding the sharing of positive emotions, 100% said they expressed it, and they also highlighted the sharing of positive thoughts associated with Bragança flour (98.75%). Therefore, the results showed important data on word-of mouth communication, as well as on emotions and thoughts related to the Bragantina farrinha.