CAPRICHA AÍ: APLICATIVO MÓVEL COMO ESTÍMULO À INCLUSÃO DIGITAL DE VENDEDORES INFORMAIS DO SETOR ALIMENTÍCIO EM CIDADES DO INTERIOR BRASILEIRO

Abstract

It is well known that digital marketing has expanded income generation alternatives in Brazil, especially in the food sector, impacting not only the socioeconomic dynamics of urban centers, but also that of rural cities. Even so, most of the most popular digital platforms in this sector, nationwide, require entrepreneurs to have a National Register of Legal Entities (Cadastro Nacional da Pessoa Jurídica – CNPJ) as an entry requirement. Therefore, although micro-entrepreneurs in the food sector may also face bureaucratic barriers to maintain business formalization and access delivery applications, this work is dedicated to investigating factors that contribute to the strengthening of digital exclusion of an economic-institutional nature that affects informal sellers, as well as proposing a technological solution that minimizes the impasse. Therefore, the methodology adopted was characterized as applied, with a mixed approach, based on bibliographical survey and field research carried out with 37 consumers and 12 informal sellers from the food sector in the city of Nova Cruz – RN, in addition to iterative and incremental development, culminating in the creation of the mobile application called Capricha AÍ. Therefore, the study highlighted the potential of the technological solution to reduce the digital exclusion identified in the target audience, although continuous research is needed for validation.