History
People's markets were founded by Greek political leaderSellers
There are two kind of sellers in Greek people's markets: the "producers" (, ) and the "professionals" (, ). The "producers" are farmers or beekeepers from nearby towns or villages who maintain their own agricultural farms or beehives and produce their own foodstuffs, such as fruits, vegetables, and honey. The "professionals" purchase foodstuffs from various sources and sell it in the people's markets, but they are not necessarily the original producers of the foodstuffs they sell. All sellers in people's markets have to display a card with their name in a place where consumers can see it easily, and on the same card they have to include what kind of seller they are: the producers can be identified by the words (, producer) or (, farmer) alongside their name, while the "professionals" can be identified by the word () near their name on their cards. Sellers who sell foodstuffs and gardening equipment can be either "producers" or "professionals", while those who sell household equipment or various children toys and "do it yourself" tools are usually "professionals".Permits
All sellers must receive a special permit by the government in order to be able to sell produce in a people's market. There are also strict professional and social requirements. There are two kind of permits: the "producer's permit" for the "producers", and the "professional's permit" for the "professionals". Permits, by law, are not given to "producers" over 65 years old or "professionals" over 55 years old. "Producers" must prove that they are the owners and farmers of a "family farm" (defined as a farm held by a farmer and the other people working on the farm are their husband or wive, children, or close relatives). Both "producers" and "professionals" need to have completed their obligatory military service, and before a permit is granted the military's office must equip the prospective seller's with a document proving (known as "type A" in Greece) that they have served the military or legally granted an exemption. Before a permit is granted, the prospective seller's application is examined by a committee of experts who decide whether the applicant can be allowed to sell products in in accordance with the local laws. "Professionals" are barred from undertaking any other profession, trade, or commercial activity after they are granted a permit to sell products in a people's market. They have to accept selling in the market as their sole income-generating trade, or (life-earning profession).Products
The Products sold in people's markets are typically those comprising aPrevalence
People's markets can be founded in any city neighbourhood, town, suburb, or village with a population of at least 500 people. The markets are popular all over Greece, including the capital city, Athens, where there are 44 only in downtown, as well as other major cities such as Chania or Patras. They are organised once a week, the same weekday for each particular neighbourhood.Conveniences
The sellers in the people's markets spend considerable amounts of time selling their produce to consumers, and as a result, at least in the area of Athens, the organisation responsible for organising the markets sets up portable toilet, mobile toilets (usually chemical toilets) for their convenience whenever a is organised in a neighbourhood (typically once a week).Marketing aspects
Personal marketing is important for the success of a seller in a people's market. Often, consumers buy from the sellers they know best, thus basing their purchase decisions on a trust basis. conversation, Chatting and frequent social interaction between sellers and consumers is very common, and is cited as one of the reasons many consumers prefer to buy from people's markets instead of supermarkets where the purchasing experience is often less personal. Consumers are able to choose each individual fruit, fish, or other product from the seller's (a wooden installation where the products are put), putting their chosen produce in a paper bag or plastic bag, thin bag (plastic) which is then given to the seller for weight measurement. The local social custom is to choose the fruits or other fresh produce quickly without touching too hard, especially for sensitive vegetables such as tomatoes. Payment is almost universally done with cash in Euro, but a very small number of "professionals", usually those selling household equipment in high-income neighbourhoods of Athens, accept credit card payments (Visa Inc., Visa or MasterCard) with terminals communicating with the bank through GPRS.Pricing
Pricing is often by the kilogram, but per-item pricing is also common. Many sellers use the same price by the kilo for all their produce or across many different kinds of products within the same category (e.g. all apples having the same price, no matter whether they are red, green, yellow, or pink apples, although usually these varieties carry different prices in the general market) because in this way the consumer can place various products in the same paper bag and weighting is simplified a lot, thus achieving higher sales. This is common in apples and pears. Prices are always listed on a paper card displayed along with the produce.Dynamic pricing
Sellers change their prices frequently within the same day, especially for sensitive products such as fish. The price is usually high early in the morning (8-9h00) and is lowered as the time passes, especially if the product does not sell well that particular day. The new price is advertised on paper cards and orally. The lowest possible prices can be found after the midday (particularly by 13-14h00), often less than half the original starting price. After 13h30 or on 14h00 the sellers can make significant discounts where large quantities of fresh fruit or unsold fish can be sold ''en-masse'' for extremely low prices. Sometimes parts of the produce can be given for free if the buyer has cultivated a personal relation with a particular farmer or other seller.Consumer demographics
The demographics of the consumers visiting the people's markets are varied. According to the Municipality of Athens people of all ages and incomes visit the , at least in the area of the municipality which includes the downtown of Athens ( in Greek).Social aspects
serve other needs of the lives of the Greeks apart from their consuming needs: they serve the need to communicate with fellow citizens. People's market are usually organised within a small area, typically a straight street, and the density of people buying foodstuffs can be quite high as the market is organised within a limited and strict timeframe (8h00-14h00). This, together with the varied demographics of the buyers as typically the whole town's or neighbourhood's inhabitants leave their homes concurrently to visit the same market, cause friends and acquaintances to spot each other while they make their purchases. As friends find their fellow friends on the market they often stop to exchange news, tell jokes, or to participate in general socialisation. This social relation, social contact is particularly useful in cities, as it helps urban dwellers to stay in contact and maintain long friendships with their neighbours. In this sense, the can be thought as being a modern version of the agora of Ancient Greece. Buyers also engage in social contact with the sellers, which often results in friendship and stable, loyal, multi-year buyer-seller relationships.Organisational and legal aspects
are supported by the government's tax income and their management is undertaken by various organisations that have a strict geographical scope. The Division of people's markets by Attica Region (, ) is responsible for the people's markets in the Region of Attica.See also
*Dimotiki agora (demotic market), a different style of traditional market, which is enclosed (a market house, covered market), rather than in the street. *Varvakios Agora, the largest non-covered municipality market in Athens on the Odos Athinas.References
{{reflistExternal links