Developing a conceptual model of small independent retailers in developing economies: the roles of embeddedness and subsistence markets

Dev Narayan Sarkar (), Kaushik Kundu () and Himadri Roy Chaudhuri
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Dev Narayan Sarkar: University of Calcutta
Kaushik Kundu: Aliah University
Himadri Roy Chaudhuri: International Management Institute

AMS Review, 2016, vol. 6, issue 3, No 7, 176-193

Abstract: Abstract A review of the four possible classes of retailers indicates the need to develop a conceptual model of independent retailers in developing economies. While independents are declining across established markets, such entities are of pivotal importance in developing economies. The present article aims at identifying the antecedents of buying behavior of small independent retailers in developing economies. In the process, their buying behavior is compared to the other classes of retailers. The literature on subsistence consumer-merchants as well as on embedded markets is reviewed to identify the antecedents of buying behavior of independents in developing economies. These antecedents are integrated into a framework of buying behavior of independents in developing economies. This framework may help marketers design appropriate strategies to reach consumers in developing economies. Insights developed in this article may also be used by independents in developing economies to devise methods that would enable them to fight against the spatial competitiveness of chains.

Keywords: Retailer classification; Small independent retailers; Buying behavior; Developing economy; Subsistence markets; Embedded markets (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/s13162-016-0086-z

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