During our class field trip to the local market, I noticed some interesting cultural differences and similarities in the use of the market spaces in Spain and the U.S. Through recording my observations of marketplace interactions, I came to the conclusion that, unlike in America, the marketplace in Seville has a rich cultural and historical significance to the people who work and shop there.
When we first arrived at the marketplace, I was struck by how removed it was from the hustle and bustle of Las Setas where we had traveled from. Located underneath the shadow of a famous church, the marketplace is hidden away from the typical tourist route. This represents the real purpose of the market: to serve the locals of Seville. The building’s location embodies a stark contrast to the mindset of an American businessman. If you want to have a successful storefront in America location is everything it is how you attract customers, generate awareness, and increase sales. However, tucked away in the winding streets of Spain, the marketplace thrives due to their loyal customer base and long-standing tradition of excellence.
The next thing I noticed during my trip to the market is that all the employees working in the stalls were Spanish. This is likely because this particular market is catered to locals who live in the surrounding areas and has been around for many generations. For many of the vendors, a job at the marketplace guarantees them a steady source of income. The marketplaces in America do not carry the rich cultural history that Spanish marketplaces possess. The market places in America are less likely to carry traditional food such as the ham pig’s legs that can be seen hanging about your head as you pass through the market and are more likely to have a wide assortment of “trendy” products from Kombucha to nitro coffee. I enjoyed seeing how the market place caters to its Spanish customers and has seemingly not changed since the time it has opened.
An observable cultural difference between America and Spanish marketplaces is the interactions between vendors and customers. At the Spanish market, I observed customer furiously negotiating prices with the vendors to haggle for a lower price. The vendors would respond aggressively to deny or debate the customer’s request. In America, it is usually considered rude to ask for a lower price for produce at markets, and you would almost never see the vendor be rude to a customer. I realize now that the reason customers are able to argue prices in Spain is that they have been going to the marketplace for many years and know the vendors well enough to feel comfortable objecting to an amount they think is unfair.
Visiting the market place in Seville was an eye-opening experience that taught me about how the history and culture of Spain influences cultural differences in marketplace behaviors. Many of the practices I observed at the marketplace were associated with the cultural and historical significance of the area to the people of Seville. I believe Sevillians are lucky that such a rich and unique aspect of their culture will continue to serve the people of this neighborhood for many years to come.
Tripping with Maddie 