Marketing e saber local : um diálogo com artesãs na Ilha de Santa Rita/AL

Abstract

This study focused on a certain context considered the demands of local subjects and aimed to dialogue, from Marketing and Local Knowledge, with artisans from the village of Santa Rita Island, Marechal Deodoro – Alagoas. Because it is positioned ontologically (in relation to the handicraft object) and epistemologically (on how to mean this handicraft), the Santa Rita Island locus was considered a kingdom of singularities. With a basic qualitative approach, it used tools of the constructivist Grounded Theory (GT) method and, in an inductive way and with a descriptiveinterpretative perspective, the primary data collection with the artisans occurred through the tools: participant observation - which reinforced the use of field diaries to generate insights; intensive individual and group interviews, without using a recorder to make the researcher-participant relationship as natural as possible; and photographs of artisanal daily life. Secondary data were the products made by the artisans. The research, whose timeframe was between October 2018 and December 2019, interpreted the data built in dialogue with the artisans and, by merit, the Marketing (discipline) was the alternative considered by them to be able to assist their work, specifically in what concerns sales and image. Such considerations were important, considering - on the side of the researcher - to respect and maintain the individualities of the artisans as their works, symbolically constructed by elements and colors of their preferences. With their authorization - and based on these aspects - a visual identity was created to be distributed on Santa Rita Island and to attract customers, especially those who visit the place due to the restaurants and a rowing school.