Yasar nevruz, a 28-year- old waiter, is shopping with his wife and daughters in the unfashionable Istanbul suburb of Guzelyali. The family walks past the traditional bakkals, corner shops, and bazaars that usually sell cigarettes and cooking oil on credit and make up 60% of the nations retail market. The Nevruz family instead enters Evdi, a new discounter of household goods, where they longingly finger low-priced vacuum cleaners and toasters before buying a modest ashtray.
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