A study on "Gold day/money day" as an economic and socialactivity from marketing perspective

"Gün" or in English "Day" is a form of social and economic activity which is common among women in Turkey. Although "Gün" has a very important role on women's daily life, few studies have been made about the subject. Aim of this study is to understand and define this phenomenon from marketing perspective. 405 participants are surveyed in order to get detailed information about their "Money Day" and "Gold Day" participation in detail. Results of this study show that average "Gün" group participation is 1,38 group per women. Most of "Gün" groups are disbanded in their first or second year. However groups that are formed of relatives are long-lasting. Gatherings mostly take place at home in all demographics. Almost all groups collect Turkish Lira and Gold coin; foreign currency is extremely rare. "Gün" money is reserved mostly for savings but also spent usually for clothing, children and credit card debts. Preparation for gatherings such as going to hairdresser or buying new clothes seems very rare. Telephone, Whatsapp and Facebook are main communication tools between group members at all ages. One significant result is that Whatsapp seems to be very common in all ages and especially in younger ones it is more common than telephone. Promotion activities of multi level marketing firms in "Gün" seems to be rare in number but effective in result. Idea sharing about product and service experiences seems to be concentrated on subjects such as clothing, food recipe and diet.