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Your reputation is clamped between 20 and 100. It doesn't go any lower or higher than those values.
To attract more customers to your market, you need to expand your market and pay attention to your reputation value. For example, if your capacity is 10 and your reputation is 50, your final capacity is 5.
Reputation is affected by the following factors:
Product prices
Product variety
Expired goods
Market cleanliness
At the start of the game, you begin with a reputation of 50. When customers buy an item, there is a high chance of your reputation increasing. When they can't find a product, your reputation decreases. Customers tend to look for products that are in your market with a high probability and, to a lesser extent, look for all kinds of items.
There is one exception: events. During events, customers' preferences are greatly focused on event items. So, if you don't sell the event items in your market, it will be a difficult day.
Another tip is to track the items that are low in your market. For example, if you have only one carrot left in the crate, you might prefer taking it off the stand until you resupply. If two customers come at the same time, they will both head for the carrot and one will beat the other, leading to a complaint about the lack of stock.