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Practitioners' Perspectives on Shopkeepers' Purchase Behaviour:A Study of Rural Markets


Affiliations
1 Pepsi Co India, Kolkata, India
2 Department of Management and Business Administration, Aliah University, Kolkata, India
     

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Research on unorganized retailers is often neglected because of the predominance of studies on chain stores. Unorganized retailers are pivotal to the success of consumer goods companies in developing economies. These entities assume a greater importance in rural areas of developing economies owing to their social and economic importance in village communities. Extant studies have highlighted the need to understand the antecedents of a rural unorganized retailer's purchase behaviour. Literature reveals a limited number of such antecedents. The present study aims to identify the antecedents of purchase behaviour of rural retailers through a survey of experts and specialists in rural marketing. Taking cognizance to practitioners' perceptions helps in avoiding the myopia between theory and practice and helps lay the foundation for future research. Future scope of studies would involve using these antecedents to conduct empirical studies to determine the influence of each determinant on the purchase decision and on each-other.


Keywords

Rural Marketing, Rural Unorganized Retailers, Practitioners' Perceptions, Determinants of Purchase Behaviour, Bottom of Pyramid Marketing.
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  • Practitioners' Perspectives on Shopkeepers' Purchase Behaviour:A Study of Rural Markets

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Authors

Dev Narayan Sarkar
Pepsi Co India, Kolkata, India
Kaushik Kundu
Department of Management and Business Administration, Aliah University, Kolkata, India

Abstract


Research on unorganized retailers is often neglected because of the predominance of studies on chain stores. Unorganized retailers are pivotal to the success of consumer goods companies in developing economies. These entities assume a greater importance in rural areas of developing economies owing to their social and economic importance in village communities. Extant studies have highlighted the need to understand the antecedents of a rural unorganized retailer's purchase behaviour. Literature reveals a limited number of such antecedents. The present study aims to identify the antecedents of purchase behaviour of rural retailers through a survey of experts and specialists in rural marketing. Taking cognizance to practitioners' perceptions helps in avoiding the myopia between theory and practice and helps lay the foundation for future research. Future scope of studies would involve using these antecedents to conduct empirical studies to determine the influence of each determinant on the purchase decision and on each-other.


Keywords


Rural Marketing, Rural Unorganized Retailers, Practitioners' Perceptions, Determinants of Purchase Behaviour, Bottom of Pyramid Marketing.

References