Este documento analiza la comercialización de hortalizas en mercados informales, donde la falta de estándares y manejo pos-cosecha genera insatisfacción y pérdidas. Propone un plan de mejora en la infraestructura de estos mercados para aumentar la satisfacción de clientes y vendedores, enfocándose en un mercado mayorista.
IMPACT OF INFRASTRUCTURE ON THE SATISFACTION OF BUYING AND SELLING AT FARMERS' MARKETS
The book addresses the challenges faced by informal vegetable markets, highlighting issues such as lack of structural and sanitary requirements, unstable pricing, and inadequate handling of perishable products. It emphasizes the significant losses incurred due to poor post-harvest practices and traditional cultivation methods. To enhance customer and seller satisfaction, the author proposes a comprehensive plan to improve market infrastructure, focusing on developing a wholesale market and offering technical solutions for better commercialization of agricultural products.