Customers and creditors: variations in economic personalism in a nigerian marketing system
Customers and creditors: variations in economic personalism in a nigerian marketing system
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客户和债权人：尼日利亚营销体系中经济个人主义的变化
DOI：
10.2307/3773061
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发表时间：
1981
期刊：
影响因子：
--
通讯作者：
L. Trager
中科院分区：
文献类型：
--
作者：
L. Trager
对内部营销系统的研究表明，交易者与他们的销售对象和购买对象之间形成的二元个性化关系的重要性（Mintz I959，I96I；Davis I973；Szanton I972；Belshaw I965）。通常用“客户关系”一词来指称，它们已被证明“可以保护和巩固贸易渠道”（Mintz I96I：57），特别是在正式合同薄弱的市场情况下（Belshaw I965：80）。在尼日利亚的约鲁巴人中，这种关系被称为 onibara；它们在约鲁巴市场被称为“最基本的经济联盟”（Marshall I 963：94）。 Onibara 关系，如海地的 pratik (Mintz I 96 I) 和菲律宾的 suki (Davis I973; Szanton I972)，是在市场上运作的个人之间形成的持久的二元关系。至少，它们意味着个人之间存在定期交易。它们还可能涉及信贷的扩展、数量上的让步、价格上的降低以及多元化的社会联系。这些二元关系的建立已被证明是操纵市场竞争状况的重要机制(Mintz I 9 5 9, I 96 I; Belshaw I 96 5 :7 9-80)。本文研究了约鲁巴市场中中间商交易者形成的鬼婆关系。关系的存在、形式和社会内容有很大差异，具体取决于 (a) 所销售商品的类型； (b) 贸易水平； (c) 供应来源。在存在这种关系的环境中，其内容范围从很少或没有社交互动到涉及频繁互动的多重联系。此外，信贷的授予通常被认为是常规客户关系的主要部分，但事实证明，信贷的授予与其他因素无关。
Studies of internal marketing systems have indicated the importance of dyadic personalized relationships formed between traders and the people tO whom they sell and from whom they buy (Mintz I959, I96I; Davis I973; Szanton I972; Belshaw I965). Usually referred to by the term "customer relationship," they have been shown "to secure and solidify the channels of trade" (Mintz I96I:57), especially in market situations where formal contracts are weak (Belshaw I965:80). Among the Yoruba of Nigeria, such ties are called onibara; they have been referred to as "the most basic economic alliance" in Yoruba markets (Marshall I 963 :94). Onibara relationships, like pratik in Haiti (Mintz I 96 I ) and suki in the Philippines (Davis I973; Szanton I972), are long-lasting dyadic ties formed between individuals operating in the market place. At a minimum, they imply the existence of regular transactions between the individuals. They may also involve extension of credit, concessions in quantity, reduction in price, and multiplex social ties. The establishment of these dyadic ties has been shown to be an important mechanism for manipulating the competitive situation of the market place (Mintz I 9 5 9, I 96 I; Belshaw I 96 5 :7 9-80) . This paper examines onibara relationships formed by middlemen traders in one Yoruba market place. The existence, form, and social content of the relationships vary considerably, depending on (a) the type of commodity being sold; (b) the level of trade; and (c) the source of supply. In contexts where such relationships exist, their content ranges from little or no social interaction to multiplex ties involving frequent interaction. Further, the granting of credit, often considered a major part of regular customer relationships, is shown to vary independently of