Beyond cheapness; Iranian women's lived experience in facing the phenomenon of peddling

Document Type : Research Paper

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10.22034/cbsj.2024.63358

Abstract

Abstract
A simple look at the peddling phenomenon attributes its demand to be cheaper and easier to buy while understanding the durability of this object in the post-modern consumption environment requires more analysis. The purpose of this research is to find out the internal drivers and motivations that women in Iran have when facing the issue of peddling. Considering the fact that the phenomenon of peddling is in opposition to modern marketing approaches and strategies and somehow challenges them, this study examines the dimensions of this problem with a qualitative approach from the perspective of market sociology. The study population of the current research consists of women who have a one-time or continuous experience of buying from peddlers. In this research, the collected data were analyzed using the thematic analysis method and with the help of MAXQDA software. The interviewees of this study consider deconstruction/flexibility, viewing pleasure, the specificity of the product/place of supply, sense of philanthropy, cost-effectiveness, and finally, the attractiveness of the peddling environment and space as the important motivations of their purchases from peddlers. Reflecting on this phenomenon offers a new perspective on rethinking and understanding shopping processes, especially in the field of women. Also, in the field of Iranian consumer behavior, the success of peddlers can provide different clues even for modern businesses.

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