Consumer Behaviour and Branding: Concepts, Readings and Cases - The Indian Context

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Retailing and Consumer Behaviour Linkages to Branding

Retailing, in the Indian context, is undergoing a radical change with modern retail outlets spreading across the country. About 97% of the retail off-take comes from small or kirana shops (neighbourhood shops or “pop and mom” shops). There are about 15 million of these shops across the country and a significant proportion of these are managed by family members. Even large multinational brands depend on wholesalers who feed these kirana shops in several markets across the country. There are also varying sizes of kirana shops depending on their location (in urban or rural areas). A typical kirana shop carries merchandise that is absolutely required by consumers residing in the vicinity ...