Analysis of buyer and seller relations in the Anatolian market system

There is a literature structure in marketing where distinctive conceptual focuses such as exchange, transaction or relation occur in conceptual disscussions about marketing's core subjects. In the light of theoretical studies, the discussion of marketing around the concepts of exchange, transaction and relationship has revealed modern marketing approaches. Debates about what the object of marketing is, its outputs, applications, function and philosophy have led to the emergence of two different perspectives in marketing. These are transaction and relation focused approaches. Besides, it is important how different approaches form buyer and seller relations. Cultural background is considered to be an important variable that affects the relationship between buyers and sellers. The attempt to understand the concept of marketing by focusing on the buyer-seller relations in Anatolian context necessitates the consideration of the social culture, cultural change and its relationship with marketing in Anatolia. This study, which is an exploratory research, is a research which uses qualitative research methods. Both primary and secondary data sources are used. In the study field determined as the Anatolian context; entrepreneurs or business owners who have been successful, held a competitive advantage in a particular region, local or national time. Later, as a source of data collection, literal works and documents were examined. In conclusion, the study primarily shows how buyer-seller relations are applied in Anatolia in social and cultural context. It is revealed that there is a combination of relational and transactional focused buyer-seller relationships. In addition, it is emphasized that there is a set of actions that pay attention to the otherworldly gains in the Anatolian context.