ÇERÇI: TRADITIONAL & FOLKLORIC MERCHANT OF ANATOLIA
ÇERÇİ: ANADOLU’NUN GELENEKSEL VE FOLKLORİK TACİRİ

Author : Yavuz AKÇİ
Number of pages : 377-390

Abstract

Being one of the popular jobs until the late 20th century in Anatolia, “çerçi” (peddler) nowadays has lost its significance and is no longer common. Çerçi is the person who sells many different kinds of products in villages and village markets either on foot or with the help of any kind of automobile. This study was conducted to gather information about “çerçi” that adapts the marketing mix in a unique way. The study was performed using qualitative data collection method and the researcher held interviews with four people who exercised this job (çerçilik) in the past. To verify and support the qualitative data obtained from those four people, the researcher also conducted a quantitative survey on 76 people who were found to have shopping experience with the peddlers. According to the results derived from the data, “peddlers” is found to still continue operating by bringing the products needed by the consumers to their doorsteps; applying cost-based pricing, collecting his receivables in cash or selling mainly on account and by trade-off and performing his job based on trust.

Keywords

Peddler, Pitchman, Hawker, Haberdasher, Qualitative Research

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