of market trading using mobile stalls under covered arcades was probably established in Italy with the open loggias of Mercato Nuovo (1547) designed and constructed by Giovanni Battista del Tasso (and funded by the Medici family); Mercato Vecchio, Florence designed by Giorgio Vasari (1567) and Loggia del Grano (1619) by architect, Giulio Parigi. Braudel and Reynold have made a systematic study of European market towns between the thirteenth and fifteenth century. Their investigation shows that in regional districts markets were held once or twice a week while daily markets were common in larger cities. Over time, permanent shops began opening daily and gradually supplanted the periodic markets, while peddlers or itinerant sellers continued to fill in any gaps in distribution. During the Middle Ages, the physical market was characterised by transactional exchange. Shops had higher overhead costs, but were able to offer regular trading hours and a relationship with customers and may have offered added value services, such as credit terms to reliable customers. The economy was primarily characterised by local trading in which goods were traded across relatively short distances. Beach markets, which were known in north-western Europe, during the Viking period, were primarily associated with the sale of fish. From around the 11th-century, the number and variety of imported goods sold at beach markets began to increase. giving consumers access to a broader range of exotic and luxury goods. Throughout the Medieval period, markets became more international. The historian, Braudel, reports that, in 1600, grain moved just 5–10 miles; cattle 40–70 miles; wool and wollen cloth 20–40 miles. However, following the European age of discovery, goods were imported from afar - calico cloth from India, porcelain, silk and tea from China, spices from India and South-East Asia and tobacco, sugar, rum and coffee from the New World. Across the boroughs of England, a network of chartered markets sprang up between the 12th and 16th centuries, giving consumers reasonable choice in the markets they preferred to patronise. A study on the purchasing habits of the monks and other individuals in medieval England, suggests that consumers of the period were relatively discerning. Purchase decisions were based on purchase criteria such as the consumer's perceptions of the range, quality, and price of goods. Such considerations informed decisions about where to make purchases and which markets to patronise. As the number of charters granted increased, competition between market towns also increased. In