Influence of Economic Benefits and Social Interaction on Buyer Participation in a Rural Retail Institution: Study of an Indian Periodic Market
- Title
- Influence of Economic Benefits and Social Interaction on Buyer Participation in a Rural Retail Institution: Study of an Indian Periodic Market
- Creator
- Velayudhan S.K.
- Description
- 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. 2021 Institute of Rural Management, Anand, Gujarat, India.
- Source
- International Journal of Rural Management, Vol-18, No. 2, pp. 232-249.
- Date
- 2022-01-01
- Publisher
- Sage Publications India Pvt. Ltd
- Subject
- economic factors; periodic market; retail format; Rural retailing; social influence
- Coverage
- Velayudhan S.K., School of Business and Management, Christ University, Karnataka, Bengaluru, India
- Rights
- Restricted Access
- Relation
- ISSN: 9730052
- Format
- Online
- Language
- English
- Type
- Article
Collection
Citation
Velayudhan S.K., “Influence of Economic Benefits and Social Interaction on Buyer Participation in a Rural Retail Institution: Study of an Indian Periodic Market,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 26, 2025, https://archives.christuniversity.in/items/show/14987.