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...