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Theory of Brick-and-Mortar Retailing in India (ToR-b)

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  • H. R., Ganesha
  • Aithal, Sreeramana

Abstract

Brick-and-mortar (B&M) retailers in India are constantly devoting their time, effort, energy, and money in discovering and adopting retailing theories, models, and frameworks that are practiced by the B&M retailers in the developed countries that have matured markets and consumers. This is a clear example of a serious timing issue. We believe the Indian market and consumers are moving towards the same maturity levels, but it is still a long way to go as the Indian consumers belong to the widest variety of religions, regions, languages, cultures, sub-cultures, ethnicities, and socioeconomic backgrounds with divergent needs. In addition to expecting world-class overall store-image, they yet require retailers to facilitate honest and authentic human-led engagement. This means, thoughtful and logical integration of existing theories aligned to, the Indian market; consumer's maturity level; divergent consumer needs is crucial, and this is the core of our theory. The ToR-b adopts elements of retailing theories that are known and suitable for retailing in the Indian context, in addition to identifying i) new elements influencing honest and authentic human-led engagement; higher consumer-level customization; higher levels of consumer-orientation, ii) significance of their association and determination with return on investment, iii) their role in influencing the long-term sustainability of a retailer, and most importantly iv) their ability to enhance interest among existing and potential employees, investors, and consumer’s minds with a particular retailer. Insights from multiple empirical and qualitative studies, field experiments, and evaluation of consumer-level transactions involved in building this theory made us strongly believe that the overall phenomenon of B&M retailing in India is truly complex and complexity is necessary to an adequate description of a phenomenon. We hope that in addition to laying a foundation for new directions to guide future research on Indian retailing, our theory will provide new and noteworthy insights into the overall phenomenon of B&M retailing in India.

Suggested Citation

  • H. R., Ganesha & Aithal, Sreeramana, 2020. "Theory of Brick-and-Mortar Retailing in India (ToR-b)," MPRA Paper 102869, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:102869
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    References listed on IDEAS

    as
    1. Bliss, Christopher, 1988. "A Theory of Retail Pricing," Journal of Industrial Economics, Wiley Blackwell, vol. 36(4), pages 375-391, June.
    2. H. R., Ganesha & Aithal, Sreeramana, 2020. "Exclusive Brand Outlet Expansion Framework for Lifestyle Brands in India (EBOE-LS)," MPRA Paper 102551, University Library of Munich, Germany.
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    5. H. R., Ganesha & Aithal, Sreeramana & P., Kirubadevi, 2020. "Experimental Investigation of Cannibalisation by Introducing a Global Brand Abreast Existing Indian Store Brand," MPRA Paper 104028, University Library of Munich, Germany.
    6. H. R., Ganesha & Aithal, Sreeramana, 2020. "Consumer Communication Deployment Tactics: An Integrated Framework for Lifestyle Brands and Retailers in India (CCF-LS)," MPRA Paper 102550, University Library of Munich, Germany.
    7. H. R., Ganesha & Aithal, Sreeramana & P., Kirubadevi, 2020. "Changes in Consumer Perspective towards Discount at Brick-and-Mortar Stores owing to Emergence of Online Store Format in India," MPRA Paper 104023, University Library of Munich, Germany.
    8. Monroe, Kent B & Guiltinan, Joseph P, 1975. "A Path-Analytic Exploration of Retail Patronage Influences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 2(1), pages 19-28, June.
    9. H. R., Ganesha & Aithal, Sreeramana, 2020. "Retailing Performance Evaluation Scale for Indian Brick-and-Mortar Lifestyle Retailers (LSRS-b)," MPRA Paper 102554, University Library of Munich, Germany.
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    Cited by:

    1. H. R., Ganesha & Aithal, Sreeramana, 2020. "Artificial Intelligence-Based Consumer Communication by Brick-and-Mortar Retailers in India Leading to Syllogistic Fallacy and Trap – Insights from an Experiment," MPRA Paper 104794, University Library of Munich, Germany.

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    More about this item

    Keywords

    Indian Retail; Brick-and-Mortar Retail; Indian Context; Retail Theory; Integrated Theory; ToR-b;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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