The communication transacction in a traditional market : an exploratory study in urban Bolivia

Abstract

Most research on communication processes in modernization has traditionally focused on rural areas within developing countries. Consequently, the role and impact of communication in urban areas—especially within institutions that market food to urban residents—have been largely overlooked. Studying communication in urban food marketing institutions is critical from a development perspective because food expenses consume a significant portion of family income. For instance, in La Paz, Bolivia, food costs account for anywhere between 40% to over 80% of a family's budget, with low-income households bearing the heaviest financial burden.