Outshopping in rural periodic markets: a retailing opportunity

Published on Aug 6, 2014in International Journal of Retail & Distribution Management
· DOI :10.1108/IJRDM-07-2013-0136
Sanal Kumar Velayudhan1
Estimated H-index: 1
(Indian Institute of Management Kozhikode)
Purpose – The study seeks to understand the influences on the prevalence of rural retailing institution of periodic markets. It examines the influence of access to and population of the location on the performance of periodic markets and their effect on the competition between periodic markets and local rural retail stores. Design/methodology/approach – Simultaneous cross-sectional study on census data is used to understand changes in performance of periodic markets in the context of growth in retail stores. Findings – The superior performance of local retail shop compared to outshopping in periodic markets is contrary to observation in literature developed in the context of urban outshopping. Practical implications – Retail chains need to develop a separate program for location of outlets that serve rural areas as access influences retail performance. In rural areas marketers can use traditional periodic markets in addition to conventional retail store given the limited inter-format retail competition. O...
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