SAKLI DEFINITION OF THE MERCHANT AND THE MAIN PRINCIPLES MERCHANT: A merchant is a person who offers his knowledge, skill, experiences, entrepreneurial spirit and his goods and services to the community in a rational way and considers trust and honesty as his main principles in all of his relations and prioritizes the interests of the country over his own professional interests. MAIN PRINCIPLES: For the merchant the following principles can be stated: HONESTY The merchant - respects the customs and traditions, - honesty and ethics are the highest virtues for him, - enhances the esteem of his country and profession through his proper domestic and foreign commercial relations, - respects the freedom of conscience and never violates the rights of others, - safeguards the interests of his customers as if they were his own, - keeps his written and oral promises.