Abstract:
Flea market is the symbol of city and community life. There are two objectives of this research. Firstly, it is to search for meanings and values of Srinakharinwirot university flea market through the recognition of people in both market side which are sellers and consumers, and people in the university side which includes the marketing management, staffs, and students. Secondly, it is to search for social identities of the university’s flea market through the social exchange process, which will lead to more suitable policy that promote the university’s image. This research will be conducted through qualitative research method in the field of Ethnography with the techniques such as participatory observing, and in-depth individual and groups interviews. The study shows that the flea market in the university plays a significant role in locals spending and dietary routine. While, the area and the behavior of people in the market also reconstructs the identities of flea market; for example, health-conscious trend like eating clean leads to adaptation of shops interms of quality in response to higher standard of consumers’ needs and preferences. However, this market is located in area with academic atmosphere with good customers and unique culture; therefore, one can often observe people lining-up with discipline and rarely ask for bargains. In addition, the market also displays it’s diverse in culture, as numbers of foreigners especially Japanese can be spotted. Thus, this area is not only considered to be economically beneficial to the university, but alsosocially and culturally beneficial to the community.
