Product adoption by BoP retailers

Surabhi Koul, H.G. Mishra and Sahil Singh Jasrotia

International Journal of Indian Culture and Business Management, 2019, vol. 19, issue 1, 51-66

Abstract: The current study is a beginning to know and understand the drivers of product adoption by the BOP retailers. Earlier researches have primarily focused on the profit oriented factors of retailing. This is a multidimensional approach to understand the concept of product adoption in terms of assortment planning by BOP retailers. The paper opted for an exploratory study using a mixed method approach which involves both qualitative and quantitative methodology. The paper uses concept of grounded theory to design a conceptual model and further validates it using SEM. The data was collected from villages of Jammu and Punjab.

Keywords: assortment planning; product adoption; retail margin; retail shelf space; product selection. (search for similar items in EconPapers)
Date: 2019
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