Domestic agricultural production exists, but absorption is scarce
Efficient marketing management of agricultural products to improve consumer access in Bata
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In the markets of the economic capital of Equatorial Guinea, Bata, there is a shortage of national products in the markets, while in the production fields there is a surplus. The latter, when opting for direct sales, are faced with problems of physical space in the markets and a generalized disorder, which hinders their activity and the access of consumers to these products. The lack of a legal instrument hinders the development of the producer-commercial activity. Therefore, the objective of this research is to present a proposal for the efficient management of agricultural product marketing ...
In the markets of the economic capital of Equatorial Guinea, Bata, there is a shortage of national products in the markets, while in the production fields there is a surplus. The latter, when opting for direct sales, are faced with problems of physical space in the markets and a generalized disorder, which hinders their activity and the access of consumers to these products. The lack of a legal instrument hinders the development of the producer-commercial activity. Therefore, the objective of this research is to present a proposal for the efficient management of agricultural product marketing in order to improve access for Bata consumers. The proposed solution is the implementation of a consumption chain based on the degree of consumer satisfaction and, as a strategy, the conception of a structure that determines the role of each group, including the central and municipal government, the coordination of the activity of each one, the establishment of a communication network, physical spaces for direct sales and the provision of a legal instrument that regulates the entire process up to the final consumer.
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