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

Author

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  • Dev Narayan Sarkar

    (University of Calcutta
    PepsiCo Holdings India Pvt. Ltd)

  • Kaushik Kundu

    (Aliah University)

  • Himadri Roy Chaudhuri

    (International Management Institute)

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.

Suggested Citation

  • Dev Narayan Sarkar & Kaushik Kundu & Himadri Roy Chaudhuri, 2016. "Developing a conceptual model of small independent retailers in developing economies: the roles of embeddedness and subsistence markets," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 176-193, December.
    • Handle: RePEc:spr:amsrev:v:6:y:2016:i:3:d:10.1007_s13162-016-0086-z
    DOI: 10.1007/s13162-016-0086-z
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