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Sarkar, Dev Narayan
- Practitioners' Perspectives on Shopkeepers' Purchase Behaviour:A Study of Rural Markets
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Authors
Affiliations
1 Pepsi Co India, Kolkata, IN
2 Department of Management and Business Administration, Aliah University, Kolkata, IN
1 Pepsi Co India, Kolkata, IN
2 Department of Management and Business Administration, Aliah University, Kolkata, IN
Source
Abhigyan, Vol 36, No 2 (2018), Pagination: 61-70Abstract
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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