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Product adoption by BoP retailers

Author

Listed:
  • Surabhi Koul
  • H.G. Mishra
  • Sahil Singh Jasrotia

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.

Suggested Citation

  • Surabhi Koul & H.G. Mishra & Sahil Singh Jasrotia, 2019. "Product adoption by BoP retailers," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 19(1), pages 51-66.
    • Handle: RePEc:ids:ijicbm:v:19:y:2019:i:1:p:51-66
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