The studies on agribusiness are based in a systemic dimension, seeking to understanding the relationship among agents and the search for greater efficiency among or intra-chains. For such purpose, understanding the several flows concealed in the agri-food networks (and in their chains) has become necessary: flows of materials and products, capital flows, flows of information. The flow of the information, as object of this study, is generated in primary sources (consumers), positioned at the end of the production chain, and it “flows” through channels, reaching all the points that determine strategic interests in the chain. In its course, it undergoes changes (noises) starting at the moment it is decoded by secondary sources. Using such elements, this present work reached for information tuning regarding the consumers’ preferences on the product, the consumption habits and the places of purchase of bovine meat in the Federal District (Brasilia) for retail agents and processors. In a qualitative approach, semi-structured interviews with representatives of the sections of the production chain were made, about previously collected and analyzed information on the consumers, and on their preferences through a survey. The results showed a high tuning level between industry and supermarkets, and a reduced tuning level among retailers.


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