Resumo

GUZMAN SEBASTIAN, Karen del Carmen et al. Marketing of agroalimentary products at the “día de plaza” in southern México. Rev. Mex. Cienc. Agríc [online]. 2017, vol.8, n.4, pp.891-904. ISSN 2007-0934.  https://doi.org/10.29312/remexca.v8i4.15.

“Las plazas” symbolize a biocultural heritage, where merchants from different parts come to sell native products of the region. It is a place on a determined day of the week where it is possible to know, interact and preserve part of the culture and way of life of the population. The objective of this research was to describe marketing practices around local food products in the “día de plaza” of Villa de Zaachila, Oaxaca, México. Sampling was directed, surveys and interviews were applied to 69 traders (February 2013 to April 2014). The traditional classification of traders was: owner, sell what they produce (peasants-merchants) and, ‘hagglers’, whom acquire some products with local producers to sell them at the “plaza” later. 63.7% of sellers corresponds to owner, and 36.3% to the hagglers. In general, age ranged from 40 to 50 years (42%), and were mostly hagglers (58%). Merchants originating from Villa de Zaachila had the largest presence in “la plaza” (44.9%). The origin of the merchant is a factor that influenced the gender, stand type (semi-established or on the floor), type (according to the product they sell) and trade antiquity.

Palavras-chave : bartering; haggling; traditional measure; Villa de Zaachila.

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