![]() The local wholesale market is the main purchasing site of microand small-scale businesses, while large-scale businesses are supplied by a national network. The characteristics of greatest importance for consumers were freshness, absence of strange material and no physical damage. ![]() The chili peppers of highest consumption were jalapeƱo, chipotle and serrano. A reliability analysis was performed, contingency tables were made, and a Spearman correlation. A survey was applied to 36 industrial consumers to determine their purchasing intention and closed questions were set out to understand their purchasing conduct. The objective of this study was to understand the purchasing intention and conduct of the organizational consumer to satisfy its needs for chili with regional production. ![]() Chili pepper production in the state of Puebla faces difficulties and for its permanence depends, among other things, on competing effectively in the market, where the information of the value chain is crucial to generate options for commercialization. ![]()
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