Children in a Kirana store: Building a case for retail communication

Abstract

This paper looks at child-retail communication interaction at the Kirana store, the Indian version of the US ‘mom and pop’ retail outlet, in New Delhi. The methodologies for data collection were the non-participatory unstructured observation and exit interview techniques. The results showed a high interaction between the child and retail communication. There is a case for looking at the retail outlet as a communication medium that can be exploited, rather than as a mere storehouse of goods.