Rural Retail Research Articles

Quantitative and qualitative assessment of food waste in rural markets in Morocco

Background: Food waste, a significant issue in sustainable food systems, occurs at various stages of the food supply chain, from production to consumption. However, there is limited data assessing the quantity and nutritional value of food waste at the retail level, especially in rural markets (Souks). Aims: This research aimed to characterize and quantify the nutritional value of food waste in rural retail markets of El Jadida and Sidi Bennour in Morocco. Material and Methods: A quantitative approach was employed, combining observational diagnosis of food waste types and a survey of sellers to collect information, through a questionnaire, on purchased and remaining quantities, as well as the nature and disposal of food waste. The nutritional value of wasted food was estimated using the Ciqual food composition table and the bilnut calculation program. Results: The estimated quantity of unsold food in the studied retail markets studied was 1135.36 tons/year, equivalent to 0.85 kg/inhabitant/year for the region’s population. Vegetables accounted for the largest proportion of unsold food (45.7%), followed by fruits (27.4%), and meat and offal (10.8%). The estimated quantity of food waste was 677.3 tons/year or 0.5 kg/inhabitant/year. The daily nutritional value of wasted food in the studied Souks was estimated to be 118.173 kcal, 7.616 g of carbohydrates, 6.026 g of proteins and 6.386 g of total fats, 1.579 g of dietary fiber, 334 mg of vitamin A, 1.6 mg of vitamin D, 945.9 mg of iron, 21.712 mg of calcium, 1.903 mg of potassium, and 4.56 mg of iodine. These nutrient contents could potentially contribute to the daily needs of a significant portion of the population, particularly for iron, as the estimated daily loss of 945.9 mg/day could meet the recommended daily intake of 59 adult women or 236 children under five years old. Conclusion: This study provides a novel comprehensive assessment of the nutritional value lost due to food waste in rural retail markets in El Jadida-Sidi Bennour. The findings reveal the need for improved supply chain management and demand forecasting to reduce food waste I these. Strengthening efforts to redistribute and reutilize wasted food can contribute to addressing nutritional deficiencies and food insecurity among vulnerable rural populations. Keywords: Food waste, retail trade, valorization, nutritional loss, rural markets.

A Comprehensive Analysis and Research on the Factors Affecting the Growth of Rural Trade in Cultural Communities

This article analyzes the elements that impact the stages of rural retailing development in the Hwange villages, namely in the areas of Jambezi, Mununa, Milonga, Ndlovu, Chikhanda, Mashake, and Monde. The study used a quantitative technique with a sample size of 400 people, recruited by stratified random sampling. The data analysis was performed using SPSS version 26.0. The survey's main findings reveal that rural residents have a preference for firms that value outstanding customer service and offer a broader range of recreational choices. Furthermore, the condition of road networks was recognized as a crucial element impacting the operational effectiveness of rural businesses. The presence of essential services such as water and electricity was discovered to have a substantial influence on the condition of the retail sector. The paper provides numerous recommendations based on the findings. The implementation of these recommendations is anticipated to stimulate economic expansion, boost living standards, and promote overall welfare in rural regions. By effectively dealing with the highlighted causes, the communities in Hwange have the opportunity to experience positive changes in their retailing industry, which will result in sustainable development and an enhanced quality of life.

Functional transformation and role evolution of rural retail stores under the background of rural revitalization-field observation based on the village grocery store

Functional transformation and role evolution of rural retail stores under the background of rural revitalization-field observation based on the village grocery store

Development of a Scoring Tool for Australian Rural Food Retail Environments.

Current tools scoring the healthiness of food retail outlets do not reflect outlets found in rural locations. This study aimed to adapt pre-existing Australian scoring tools to represent non-metropolitan areas. Rural nutrition experts were identified, and a modified Delphi technique was used to adapt two pre-existing, food-scoring tools in five iterative stages. Stages included identifying all relevant outlets, providing a description and score for each, ensuring consistency between outlet scores and pre-existing, metro-centric tools, and providing instructions for correct use. Six rural nutrition experts were identified and engaged in the modified Delphi technique. The final tool consisted of 12 categories of food outlets and listed 35 individual outlets. Consistent with pre-existing Australian tools, scores ranged from +10 to -10 and included descriptions reflective of rural retail outlets. Scores were based on whether the majority of foods offered within the outlet were consistent with foods recommended in national health guidelines. The developed tool was designed to accommodate the diverse nature of food retail outlets found in non-metropolitan areas. This study assists in explaining the link between the food environment and health in populations living rurally.

Colistin Resistance in Multidrug-Resistant Escherichia coli Isolated from Retail Broiler Meat in Bangladesh.

The emergence of colistin resistance in Escherichia coli is a global public health concern. Contaminated food can accelerate the spread of colistin-resistant E. coli to humans. This study aimed to detect and characterize colistin-resistant E. coli from broiler meat in Bangladesh. We analyzed 136 pooled broiler meat samples from 240 carcasses collected from 40 live bird markets in urban and rural areas and 8 metropolitan supermarkets. The mean count of E. coli in broiler meat samples collected from rural retail shops, metropolitan supermarkets, and urban retail shops was 5.3 ± 1.1, 4.1 ± 1.4, and 3.9 ± 0.8 log10 colony-forming unit per gram, respectively. Colistin-resistant E. coli (minimum inhibitory concentration >2 mg/L) was found in 78% (95% confidence interval 70.2-84.1%) of the samples. All colistin-resistant isolates harbored the mcr-1 gene, while the rest of the mcr genes (mcr-2 to mcr-9) were not detected. Most colistin-resistant E. coli isolates (98%) showed coresistance to tetracycline, sulfamethoxazole/trimethoprim followed by ciprofloxacin (95%). Alarmingly, all of the colistin-resistant isolates were found to be multidrug resistant. Phylogenetic analysis showed close similarities of the mcr-1 gene sequences of this study with many strains of Enterobacterales isolated from humans, animals, and the environment. This study detected colistin-resistant E. coli contamination in broiler meat, which can pose a serious public health threat.

Sustainability and the development trends of rural retail business in the Czech Republic

ABSTRACT The purpose of this paper is to identify the factors that influence the sustainability of rural grocery stores and to assess the effects of the ongoing consolidation and spatial concentration in rural grocery stores on the accessibility of rural grocery stores in the Czech Republic. In this paper, we start by presenting the continued decline of retail grocery stores in rural areas of the Czech Republic. The decline is seen to be especially severe in villages with fewer than 1,000 inhabitants. By examining official statistics from the Czech Republic and research papers from selected European countries, we see how the rural retail sector is monitored. We demonstrate the very good accessibility of grocery stores for residents of the entire Czech Republic, including residents of small villages. Differences in the external and internal environment of rural grocery stores were identified. Consequently, we also present the preliminary findings of in-depth interviews with rural grocery storekeepers in Southwestern Bohemia. The article ends with a summary of the current situation in rural retail. In policy terms, the research shows that more work needs to be done to identify, quantify, and then promote the advantages of rural retail. External factors influencing rural retail business are the high level of competition, grant programs for rural grocery stores, the relatively short distances consumers have to travel by car or public transportation to modern retail facilities with a wider assortment, better prices, and more attractive shopping space in modern retail facilities. Internal factors that negatively affect a rural retail business are staff with inadequate qualifications and an approach that is not focused on the consumer and his needs, and opening hours and a product range that does not reflect consumer requirements. The contribution of this paper is focused on the sustainability of entrepreneurialism in rural retail.

Dynamics of solar energy entrepreneurship in rural Bihar, India

Access to energy provides numerous opportunities to enhance well-being and alleviate poverty. In rural and energy-poor areas, alternative technology solutions such as solar off-grid products, storage systems and energy-efficient devices can complement the unreliable electric grid to fulfil energy needs. Localized entrepreneurship in rural areas can play a significant role in increasing energy access. However, studies on the dynamics of rural entrepreneurship and low-cost energy access in poor households are scarce. This paper explores the local entrepreneurs' perception of social, economic, and technological factors that impact entrepreneurship dynamics in rural poor communities of India, and to identify strategies to help further improve the existing institutional support. A community-based system dynamics (CBSD) approach was used to engage community members to understand their perspective of entrepreneurial development. The study participants were twelve local rural retailers in the state of Bihar in India who were previously trained and employed in a decentralized solar project, and have since become solar entrepreneurs. Participants were engaged in group model-building sessions to develop a causal loop diagram (CLD). Based on the basic structure identified in CLD, a simulation model was developed and calibrated using data from solar project operations and surveys of solar users and entrepreneurs. Results indicate that training and subsequent experience in the project and business helped reinforce the entrepreneur's skills. Repair service and sales of energy products contributed in building trust and awareness in the community, thereby increasing demand for solar and energy-efficient products. The simulation-based scenario analysis shows the positive impact of better business practices, bulk procurement, and continued repair services on the income of the solar entrepreneurs. Findings from this study can inform subsequent energy entrepreneurial development in rural Bihar.

UNLOCKING THE POTENTIAL OF E-COMMERCE IN RURAL MADHYA PRADESH: CHALLENGES AND OPPORTUNITIES FOR FMCG COMPANIES IN 2023

With the rapid advancement of technology and the increasing penetration of the internet, ecommerce has emerged as a transformative force in the global business landscape. While its impact is evident in urban areas, the potential of e-commerce in rural regions remains largely untapped. This abstract focuses on exploring the challenges and opportunities faced by fastmoving consumer goods (FMCG) companies in leveraging e-commerce to unlock the potential of rural Madhya Pradesh, India's central state, in 2023.Rural Madhya Pradesh presents a unique set of challenges for FMCG companies aiming to tap into the e-commerce market. These challenges include limited internet connectivity, low digital literacy rates, inadequate transportation infrastructure, and fragmented supply chains. Additionally, rural consumers often exhibit different purchasing behaviours and preferences compared to their urban counterparts, necessitating tailored marketing strategies and product offerings. Furthermore, understanding the unique needs and aspirations of rural consumers is crucial for FMCG companies to succeed in this market. Tailoring product offerings to cater to local preferences, affordability, and value for money can enhance customer engagement and brand loyalty. Moreover, implementing localized marketing strategies, including vernacular language support and targeted advertising campaigns, can effectively communicate the value proposition of e-commerce to rural consumers. In conclusion, unlocking the potential of ecommerce in rural Madhya Pradesh requires FMCG companies to navigate a range of challenges while capitalizing on emerging opportunities. By addressing the barriers related to infrastructure, connectivity, and consumer behaviour, and by adopting localized strategies, FMCG companies can establish a strong foothold in this untapped market, driving economic growth and transforming the rural retail landscape in 2023

A Study on Rural Retailer and Consumer Decision Making - A Literature Review

The aim of this study is to explore the role of rural retailers and examine how they influence rural consumer’s purchase behaviour. Also, how as a part of unorganized retailing, the rural retailer represents his unique characteristics was investigated. The parameters of their merchandising, their advantages of social capital, vulnerability and drawbacks of rural retailer’s remoteness was revisited too. This article took a consolidative literature review method where secondary information and data were collected. Numerous journals, research article, publications written on rural retailers were collected, analysed and evaluated. Renowned database and search engines like Google scholar, Elsevier, Emerald, and JSTOR were reviewed for collecting relevant journal articles and research papers. This study later presented a synthesized discussion on how as a vital link of the urban to rural supply chain, rural retailers act as a ‘lifeline’ of daily necessities. The realities that contributes to their success and failures are discussed as well. Subsequently, as the rural retailers have a very important role to play in the developing economy, the unmistakable need of further, in-depth research on them became very evident.

A Study on Rural Retailer and Consumer Decision Making - A Literature Review

Abstract— The aim of this study is to explore the role of rural retailers and examine how they influence rural consumer’s purchase behaviour. Also, how as a part of unorganized retailing, the rural retailer represents his unique characteristics was investigated. The parameters of their merchandising, their advantages of social capital, vulnerability and drawbacks of rural retailer’s remoteness was revisited too. This article took a consolidative literature review method where secondary information and data were collected. Numerous journals, research article, publications written on rural retailers were collected, analysed and evaluated. Renowned database and search engines like Google scholar, Elsevier, Emerald, and JSTOR were reviewed for collecting relevant journal articles and research papers. This study later presented a synthesized discussion on how as a vital link of the urban to rural supply chain, rural retailers act as a ‘lifeline’ of daily necessities. The realities that contributes to their success and failures are discussed as well. Subsequently, as the rural retailers have a very important role to play in the developing economy, the unmistakable need of further, in-depth research on them became very evident.

Market Share and Price-Setting Behaviour in Bilateral Areas: Evidence from Bambara Groundnut Markets in Nigeria

Marketing activities within the Bambara groundnut subsector may tend to become sub-standard because of production price uncertainty and production risk which may ejaculate into inefficiency in the market. In this respect, the study analyzed market share and Price-setting Behaviour in Bilateral areas: evidence from Bambara Groundnut Markets in Nigeria. The population of the study comprised marketers of Bambara groundnut in South-east, Nigeria. Of the five states in south-east region of Nigeria, two States were chosen purposively so as to ascertain the movement of prices between the two states. This was done in order to establish fair prices comparison between the production zone and consumption zone. The choice of the two states was based on the predominance of Bambara groundnut marketers. A two-stage random sampling technique was adopted in selecting 221 respondents that was interviewed for the study. Information for this study was obtained from primary sources employing a well-structured questionnaire, oral interviews and direct observations of Bambara groundnut marketers and was analyzed using descriptive and inferential statistics. The results of multivariate analysis (ANOVA) showing the variations in price margins, marketing cost and net marketing margins showed that across the eight markets sampled within the study area, there was no vital significant distinction (F= 0.381; P=0.130, F=2.558; P=0.414 and F=1.725; P=0.217) within the price margins, costs and net margins. The velocity of rural retail prices results indicated that on the average, retail prices of Bambara groundnut was enhanced at a monthly rate of N5.586853 in the rural markets of Abia State with a standard deviation of N0.8089196. Although, the modal price alteration was N5.2300 whereas the minimum price increment was N3.6610, however, the utmost increment was N7.845 per month in the rural Bambara groundnut markets in Abia State. Similarly, for urban prices of Bambara groundnut in Abia State markets, the result showed slight variations in monthly prices. Specifically, for urban retail prices in Abia State markets, Bambara groundnut monthly prices was enhanced by N5.87178274 on the average, though, the modal and minimum values of N5.496730 and N3.847711 existed respectively. The result also showed that the rural and urban prices of Bambara groundnut changed monthly by N5.9040 and N6.2051228 respectively, per month. The result additional discovered the rural/urban retail merchant price in Enugu Abia and Enugu to be N5.72931798 with variance of N0.840113346 and N1.32771324 respectively. In relation to price velocity of wholesalers in Abia and Enugu states, wholesale price velocity of N34.471035 and N36.4364033 and standard deviation of N4.99221480 and N7.05381314, minimum of N22.59371 and N19.62524 and maximum of N 48.41510 and N 49.24824 respectively was observed. However, the results of the Analysis of Variance (ANOVA) showed that there existed significant distinction (F=4.771; P ≤ 0.05) and (F=0.048; P ≤ 4.19) between rural and urban retail price velocities in Enugu and Abia State markets, respectively. The moderately high variation of prices with time necessitates governments’ action in prices stabilization to shield farmers economically. Guarantee minimum price for producers as an incentive for assured output markets can increase supply volume and promotion of Bambara groundnut industries.

Analysis of tef market chain: evidence from South Gondar Zone, Ethiopia

Dera is one of the potential districts in teff production. Nonetheless, there are some restraints and prospects in teff commercialization still unaccustomed. This study initiates to examine the teff market chain in the Dera district. It concentrates to synthesize the behavior, transparency, and effectiveness of teff market expending data from different sources. It involved teff producers, wholesalers, retailers, rural assemblers, cooperatives, urban assemblers and processors. The data investigation engaged expressive inferential statics & SCP model. Concerning marketing, the result indicates that producers supplied to the market via rural retailers, wholesalers and directly to consumers 57.7% of teff produced in 2017 cropping season. There are eleven marketing channels in transferring 2268 Quintals of teff from farmers to different intermediaries until reaching end buyers. The market structure of teff is weakly oligopolistic, implying that the market is not competitive. The producers' share of margin for the teff market accounts 68.96% associated with a 31.04% total gross margin. The marketing channel with more teff supplied can have a high or low marketing margin depending on the presence of value-adding market agents in the track. It implies that the channel with more teff supplied is not necessarily the channel in which the highest market margin. The marketing agents in the study area incur primary transaction costs like packing, loading and unloading, storage, transportation, communication and other personal costs. Therefore, improved bargaining power, access to accurate market information and infrastructural development are essential for a better performing teff market.

Is banana value chain in East Africa sustainable? Evidence from Ethiopia

Banana is an essential commercial fruit for smallholder farmers in East Africa including Ethiopia. It is also lifeblood of the majority of the farmers in Arba Minch district of Ethiopia. However, this sector is experiencing many constraints with limited investment on sustainable value chain management. Thus, this study aims to examine the sustainability performance assessment of the banana value chain by comparing and analyzing 25 attributes through triple bottom-line indicators. The critical aspects of the qualitative data were analyzed using Sustainability Assessment of Food and Agriculture Systems version 3.0 at Ethiopian context. The results show that banana product flow from the farmer and ends with the consumer through three market channels which link farmers directly with rural retailers, traveling traders, and farmer cooperatives. Largest volume of banana was sold through the traveling trader channel while the smallest volume was sold via the rural retailer channels. The banana payment flow begins from consumers and ends with input suppliers. Farmers have limited access to alternative markets for their banana products, but wholesalers have many connections and marketing options across the country. The results of the banana value chain sustainability assessment also reveal that the economic, social, and environmental indicators have moderate sustainability performance in the study area. The value of the Cronbach’s alpha coefficient was 0.7993 which shows that the five-point scale items of the experts’ judgment on the sustainability of banana value chain are consistent and reliable. The chain has several advantages in terms of profitability, emission of air pollutants, employment, and constraints in terms of coordination, profit margin, value share, market diversity, transportation, product and market information, safety and hygiene, and waste management. Thus, Government and non-governmental organizations give due attention towards the sustainable banana value chain. • Ethiopia is one of major banana producing country in East Africa. • The banana product flow starts from producers and ends with consumers. • Farmers have limited access to alternative markets for their Banana products in Ethiopia. • Banana value chain has moderate sustainability performance in Ethiopia.

IMPROVEMENT OF MARKETING ACTIVITY OF BAKERY INDUSTRY ENTERPRISES

The article focuses on the issues of improving the marketing activities of bakery enterprises, in particular, analyzed and developed a number of proposals on the example of the structural system of marketing mix “7P”. The specific features of bakery products as a commodity are determined, on the basis of which the directions of marketing commodity policy of the bakery enterprise were recommended. A number of principles for building a coordinated system of production and sale of bakery products are proposed. To increase the efficiency of the enterprise in the market of bakery products, it is proposed to create a coordinated system that reflects the flexible interaction of producer and consumer. A model of interaction between producer and consumer in the market of bakery products has been developed, which reflects the mechanism of interaction between producer and consumer in the market of bakery products with the help of a specially created system of distribution channels. The developed model reflects the mechanism of interaction between producer and consumer in the market of bakery products with the help of a specially created system of distribution channels. Where, the main channels of distribution of bakery products are: branded network, urban retail trade network, rural retail trade network and trade and intermediary center. The block diagram of marketing activity management is recommended for the researched bakery enterprises, which will allow to choose the appropriate commodity-market business strategy, which ensures the achievement of the enterprise development strategy. The use of marketing strategies for bakeries should be carried out in the complex in accordance with the recommended block diagram of the management of marketing activities of the enterprise as a whole. It should be noted that the recommended block diagram of marketing management can be used by large bakeries, as its implementation requires a certain resource potential.

Teff Production and Marketing Nexus: An Insight from Dera, North West Ethiopia

Although some production and marketing restrictions are barely defined, Dera area is a potential teff producer in Ethiopia’s Southern Gondar zone. The study analysed teff production, focusing on factors that affect the volume of teff sold, based on data collected from household surveys, respondent interviews, and focus group discussions. Both descriptive and econometric analyses were used. The results show that teff grown in the study area is mixed, practised by 34.5% of households, followed by red teff (32.16%) with commonly used storage facilities such as Gota, Gotera, and Sack. In terms of marketing, the results show that 57.7% of teff produced in the 2019 sowing season was delivered to the market through rural retailers, wholesalers, and directly from producers to consumers. The result of the ordinary least squares estimates of the multiple linear regression model indicates the gender of the head of household, the experience of the head of household, the amount of teff produced, the lag in the market price of teff, on-farm income, in addition to payment outside the teff farm, positively affects the volume of teff sales. In contrast, livestock ownership and distance from the market have a negative and considerable impact. The paper also examines the main limitations and opportunities faced by farmers. The lack of an organised market and price setting is the most common limitation for farmers in the marketing system. Therewith, fraud and fluctuations in supply and demand, as well as insufficient working capital are considerable limitations for traders. However, the growth of urbanisation, continued price increases, and government investment in infrastructure development are great opportunities for both farmers and merchants. Thus, to have better results in the teff market, it is necessary to implement improved negotiation power, accurate market information, and infrastructure development. This study dictates a large number of further studies related to the impact of urbanisation on the consumption of processed teff products

Retail Marketing in Rural India – Factors in Favour and Strategies

Retail industry now accounting for 10% of the country's GDP undergoes dynamic changes boosting its growth still further. The sector grows impressively leading to production of wide range of products and services. Rural markets provide great scope for marketers due to increased revenue and purchase power of the rural population in India. The rural income is expected to increase faster due to government policies supporting agriculture and the earning population that has temporarily moved out of rural villages to cities for employment in non-agricultural sectors. Technology in agriculture has helped to produce quality crops and the market is ready to give high prices for such products. Around 60% of the students in the colleges are first generation graduates who have moved out of their villages for tertiary education. Thus the life style, likes and preferences of the rural population keeps changing. However the huge rural segment is much different from that of the urban segment and the marketers need to approach with sustained efforts and special models. The highly fragmented rural segment's needs are majorly filled by unorganized family run Kirana stores and Maligai shops. The share of organised retail in the country has risen by 60% and the same is expected to have impact on the rural market as well. The paper focuses on the growth of retail market in India, the emerging factors in favour of rural retail and suggests strategies for rural retailing.

Unlocking Rural Economy Growth through Digital Economy: Study Of Online Payment Acceptance Among Rural Retailers In Kelantan.

Digital economy has become an essential key to unlocking rural economic growth in Malaysia with the launch of the Malaysia Digital Economic Blueprint (MyDIGITAL) by the government in February 2021. Online payment is a vital component of the digital economy and should be feasible even in rural areas since more than 80% of rural households had access to mobile broadband in 2019. Nevertheless, many are still using cash-based payments to make purchases. Thus, this study aims to observe online payment acceptance, particularly in Kelantan, from the rural retailers’ perspective. The Unified Theory of Acceptance and User of Technology (UTAUT) was applied by observing three determinants of behavioural intention to adopt online payment and a quantitative research method, i.e. questionnaire distribution via social media (Facebook) to 384 respondents, was used. The results were analysed using descriptive analysis, reliability test, and Pearson’s correlation analysis. Among the three variables examined, only two significantly affected rural retailers’ behavioural intention to adopt online payment, namely security and performance expectancy. With this information, the government could prepare more targeted, proactive design interventions (e.g., training, marketing, etc.) for rural retailers who are reluctant to use online payment. Hopefully, this research can help online payment services offered in rural areas and the implementation of MyDIGITAL to unlock rural economic growth. Besides, the aim is to inspire future researchers to continue this study with more extensive and complex research.

A Qualitative Study: Small Business Merchandising Strategies in Rural Minnesota

This study was motivated by a desire to develop strategic guidelines tailored to solve the unique problems small, rural retailers face in today’s competitive retail environment. Because there is limited understanding of the actual experience of rural retailers’ operations and experiences, it was necessary to explore and accurately capture the experience from participants’ perspectives. The objective of the study was to provide an in-depth understanding of the rural small retailer’s perceptions of the business environment, merchandising strategies, challenges, and opportunities. In-depth interviews were conducted with eight small business owners from a rural county in Minnesota. A criterion-based sampling approach was used to recruit the participants from a variety of business types. Five emergent themes were identified: localism, experiential retailing, niche market, awareness, and marketing strategies. These themes provided a deeper understanding of the actual experience that rural retailers face in today’s competitive retail landscape. Extension educators can use these findings to help educate retailers about future best business practices and develop tailored technical support programs catered to the retailer’s specific industry needs.

Acceptance of digital payments among rural retailers in India

The growing acceptance of digital payment instruments among rural retailers in India has significantly enhanced people’s livelihoods, and represents a positive step in the country’s journey to being a cashless economy. This paper uses the technology acceptance model as a theoretical platform to understand better the drivers of these developments. The study concludes that retailers consider it risky not to accept digital payment modes at the point of purchase as they fear losing customers if they do not.

Influence of Economic Benefits and Social Interaction on Buyer Participation in a Rural Retail Institution: Study of an Indian Periodic Market

Retail institutions offer economic and social benefits to the participants in a market. It is expected that in a less developed economy the social factors influence economic behaviour much more than in developed economies. The rural markets offer increased opportunities for the influence of social factors on economic transactions. This study examined the case of a rural periodic market. To ensure reliability the case study protocol questions reflected propositions developed on the research questions. It was expected that the participants would exhibit the influence of social relations in their market transactions. The results indicated that the economic benefits than social considerations influenced participant behaviour in the rural periodic market. Contrary to expectations not all consumers in a less developed economy exhibit social embeddedness in economic behaviour. Implications are for policymakers involved in planning and regulating rural markets. They need to take into consideration the differing behaviour of consumer groups in designing or regulating retail markets. This study examining the social embeddedness of buyer behaviour in the rural retail context of a less developed economy is presumably the first.