Abstract

GUADARRAMA MARTINEZ, Noemí; SANGERMAN-JARQUIN, Dora Ma.; CHAVEZ MEJIA, María Cristina  and  RUBI ARRIAGA, Martín. Strategies of commercialization of the fruits in the tianguis of Malinalco, Mexico. Rev. Mex. Cienc. Agríc [online]. 2018, vol.9, n.4, pp.841-849. ISSN 2007-0934.  https://doi.org/10.29312/remexca.v9i4.1400.

The tianguis is conceived as a public market seen as spaces of exchange and some have the particularity that the economic activity of acquisition of goods is done through barter, without the intervention of the currency as an exchange value. It is important to ethnographically describe the different exchange strategies to reveal that economic events are mediated by the sociocultural features of the subjects; whose function is fundamentally economic. The objective of the research was to present and analyze the traditional and modern marketing strategies used by sellers and buyers of the fruits of Malinalco, State of Mexico. From January to December 2015, a survey with closed questions was applied to 70 collectors/marketers located within the tianguis, for the preparation of the list of techniques used to sell each of the fruits.

Keywords : family economy; exchange systems; sellers.

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