STORYDOING AS A MARKETING STRATEGY AND ITS IMPACT ON CONSUMER EXPERIENCE IN THE AGRICULTURAL SECTOR
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In today's highly competitive agricultural environment, rural producers and businesses face the constant need to differentiate themselves through marketing strategies that generate value and memorable experiences for consumers. This study analyzes the impact of storydoing as a marketing strategy on consumer experience within the agricultural sector. A quantitative, descriptive study was conducted, based on surveys of consumers who frequent agritourism farms and agroecological fairs. The findings demonstrate the implementation of immersive and participatory experiences, such as guided tours of crops, assisted harvests, and narratives about the product's origin. Furthermore, storydoing-based strategies contribute to strengthening the producer's positioning and consolidating a deeper emotional connection between the consumer and the food's origin. Storydoing is thus established as a highly relevant strategic tool for innovation in agricultural marketing, transforming the purchasing experience into a differentiating factor within a highly competitive market.
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