Internal factors affecting the marketing of nopal in small farmers; an exploratory study

Abstract

This study, based on the Theory of Resources and Capabilities (TRC), aims to explore the internal factors that affect the marketing of nopal among Milpa Alta framers in 2023. An exploratory, descriptive, non-experimental, cross-sectional study was conducted to analyze the current conditions of 46 nopal farmers in a field investigation. The sample was, by convenience, using the snowball technique and a semi-structured questionnaire during the fourth quarter of 2023. Among the main findings is that, given the demanding work in the field, farmers require the support of their families for marketing activities. Despite having the equipment and resources, they do not have the time, knowledge, and experience for commercial activities, in addition, there is insufficient and inadequate support from public programs on the subject. However, the farmers want and wish to be trained in order to reduce dependence on supply and demand conditions, where the power lies with the middlemen, in a product that is preferred for its flavor, size, quality, and freshness over price.