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RURAL MARKETING
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Sourcing of stocks and purchase cycle
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Stocking behaviour and seasonality
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Credit pattern
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Transfer of capital
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Pricing by the channel
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Channel promotion
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Retailer–consumer dynamics
Sourcing of Stocks and Purchase Cycles
For the retailer, the wholesaler is the most important source of information as well as
stocks. The wholesaler is also the most important influence on the retailer. Retailers in
interior areas are not serviced by agents of distributors; they go to nearby towns/large
feeder villages once or twice a month to buy their stock. Retailers in feeder villages pur-
chase items like ...
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