The decision making process in the agribusiness is the choice of the one option out of several alternative courses that is most suited to its interests. The aim of this article is to identify the structure and the relation patterns between the most important non-financial performance indicators among rural organizations from the State of Paraíba. To carry out this research, 21 rural enterprises and 18 performance indicators were analyzed. The data was collected using a questionnaire. Two complementary multivariate methodologies were used: cluster analysis and multidimensional scaling. Three distinct groups were found through the cluster analysis. The two most significant ones were composed by market share and production capacity and by the number of complaints and the fidelity of the clients. These results were corroborated by the multidimensional scaling and demonstrate that the relation patterns observed characterize operations scales and market dimensions.


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