抄録
The marketing intermediaries heve an important role in developing economies where the communication and transportation systems are underdeveloped. In Philippines, networks of personalized ties from Manila-based wholesalers to local middlemen and farmers feature the vegetable wholesale marketing system, which is seemingly efficient. The main objective of this paper is to offer a rigorous theory of vegetable customer market charactristic of the bilateral client relationship. For that purpose, first, we show the actual vegetable marketing system, forcusing on the Manila central wholesale market. Second, we present a theoretical model based the repeated game theory. In the model, we postulate that such a customer market system enables the middlemen to facilitate the sales activity to the wholesalers without a high enforcement cost, under the conditions of demand uncertainty and information asymmetry, if the middlemen maintain trust by observing the promise to provide a premium to wholesalers, while the wholesalers keep their implicit contract on sales promotion.
