CUSTOMER AND SALESPERSON SATISFACTION A TECHNICAL STUDY

Most of the vegetable production is traded in informal markets without structural or sanitary requirements, without stable prices or quality standards, or technically adequate locations, reflecting dissatisfaction of customers and sellers. Losses due to poor post-harvest handling of produce are considerable; this occurs in informal markets once the produce is harvested. Perishable agricultural products are those that have not undergone any significant transformation or processing until they are sold in the market, and their deterioration is due to traditional cultivation methods. This document proposes a plan to improve the infrastructure of agricultural producers' markets for the commercialization of their products that will have an impact on the satisfaction of customers and sellers, taking a wholesale market to develop the research and propose technical alternatives.