Consumer Behavior in Flea Markets and Bottom of the Pyramid Marketing

Abstract

From New York markets at 6th and 26th, to El Rastro in Madrid, to Portobello Road in London and to numerous marchés aux puces in Paris, multitudes of Flea markets exist around the world. However few studies in consumer research have explored this phenomenon. As Sherry (1990) points out “academic research into flea markets has yielded a rather small and circumscribed literature of discontinuous quality”. This study is an effort to fill this gap.