IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v86y2018icp406-415.html
   My bibliography  Save this article

Indigenous marketing practices and theories in emerging economies: Consumer behavior and retail transformations in India

Author

Listed:
  • Dholakia, Ruby R.
  • Dholakia, Nikhilesh
  • Chattopadhyay, Atish

Abstract

Large emerging economies like India present major challenges to international marketers as well as to academic theorists. The retail sector in India is particularly challenging because, numerically, it is the world's largest and most heterogeneous, with millions of tiny small traditional outlets competing with thousands of rapidly growing and expanding modern retail chain outlets. Based on extensive fieldwork in India entailing observation, interviews and secondary research, this paper presents a multifaceted view of how consumer patronage of small traditional stores provide competitive advantages to these small competitors. The empirical results suggest historical patterns do not apply in this context. Managerial and theoretical implications follow. The working conclusion is that retail developments in India and other major emerging economies would require not just innovations in practice but strong, ongoing efforts for theoretical renewal so that better explanatory frameworks are available for understanding marketing strategies and consumer behaviors in emerging settings.

Suggested Citation

  • Dholakia, Ruby R. & Dholakia, Nikhilesh & Chattopadhyay, Atish, 2018. "Indigenous marketing practices and theories in emerging economies: Consumer behavior and retail transformations in India," Journal of Business Research, Elsevier, vol. 86(C), pages 406-415.
    • Handle: RePEc:eee:jbrese:v:86:y:2018:i:c:p:406-415
    DOI: 10.1016/j.jbusres.2017.09.030
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S014829631730348X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2017.09.030?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. John Humphrey, 2007. "The supermarket revolution in developing countries: tidal wave or tough competitive struggle?," Journal of Economic Geography, Oxford University Press, vol. 7(4), pages 433-450, July.
    2. Varman, Rohit & Costa, Janeen Arnold, 2009. "Competitive and Cooperative Behavior in Embedded Markets: Developing an Institutional Perspective on Bazaars," Journal of Retailing, Elsevier, vol. 85(4), pages 453-467.
    3. Neil M. Coe & Martin Hess, 2005. "The internationalization of retailing: implications for supply network restructuring in East Asia and Eastern Europe," Journal of Economic Geography, Oxford University Press, vol. 5(4), pages 449-473, August.
    4. Susan Christopherson, 2007. "Barriers to 'US style' lean retailing: the case of Wal-Mart's failure in Germany," Journal of Economic Geography, Oxford University Press, vol. 7(4), pages 451-469, July.
    5. Basker, Emek, 2011. "The Causes and Consequences of Wal-Mart’s Growth," Ekonomicheskaya Politika / Economic Policy, Russian Presidential Academy of National Economy and Public Administration, vol. 5, pages 110-134.
    6. Mathew Joseph & Nirupama Soundararajan & Manisha Gupta & Sanghamitra Sahu, 2008. "Impact of Organized Retailing on the Unorganized Sector," Macroeconomics Working Papers 22167, East Asian Bureau of Economic Research.
    7. Mathew Joseph, 2008. "Impact of Organized Retailing on the Unorganized Sector," Working Papers id:1672, eSocialSciences.
    8. Jonathan Reynolds & Elisabeth Howard & Christine Cuthbertson & Latchezar Hristov, 2007. "Perspectives on retail format innovation: relating theory and practice," Post-Print hal-00952139, HAL.
    9. Cayla, Julien & Bhatnagar, Kushagra, 2017. "Language and power in India's “new services”," Journal of Business Research, Elsevier, vol. 72(C), pages 189-198.
    10. Ivaschenko, Oleksiy & Ersado, Lire, 2008. "The dynamics of ownership of durable goods in Bulgaria : from economic crisis to EU membership," Policy Research Working Paper Series 4567, The World Bank.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Radek Froulík & Radek Zdeněk & Jana Lososová, 2023. "The Economy of Retail Chains in the FMCG Sector: The Case of Czechia," Review of Applied Socio-Economic Research, Pro Global Science Association, vol. 25(1), pages 20-33, June.
    2. Vidal Vieira, José Geraldo & Ramirez Navarro, Hector Angel & Fransoo, Jan C., 2021. "Understanding urban logistics and consumer behavior in São Paulo city," Other publications TiSEM 26630a72-a59e-4502-ab56-c, Tilburg University, School of Economics and Management.
    3. Mukherjee, Debmalya & Kumar, Satish & Mukherjee, Deepraj & Goyal, Kirti, 2022. "Mapping five decades of international business and management research on India: A bibliometric analysis and future directions," Journal of Business Research, Elsevier, vol. 145(C), pages 864-891.
    4. Vikram Choudhary & Rajesh K Aithal, 2023. "Low-cost Technologies for Kirana (Small) Retail: A Game Changer?," IIM Kozhikode Society & Management Review, , vol. 12(2), pages 250-258, July.
    5. Morales, Andrés & Calvo, Sara & Guaita Martínez, José Manuel & Martín Martín, José María, 2021. "Hybrid forms of business: Understanding the development of indigenous social entrepreneurship practices," Journal of Business Research, Elsevier, vol. 124(C), pages 212-222.
    6. Arpita Khare, 2020. "Location and agglomeration factors predicting retailers’ preference for Indian malls," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(4), pages 245-266, December.
    7. Timothy J. Richards & Simba Pasirayi, 2024. "Food retailing in developing economies: Review of empirical insights and new directions," Agribusiness, John Wiley & Sons, Ltd., vol. 40(4), pages 926-949, October.
    8. Garg, Shamita & Sushil,, 2022. "Impact of de-globalization on development: Comparative analysis of an emerging market (India) and a developed country (USA)," Journal of Policy Modeling, Elsevier, vol. 44(6), pages 1179-1197.
    9. Arpita Khare, 0. "Location and agglomeration factors predicting retailers’ preference for Indian malls," Journal of Marketing Analytics, Palgrave Macmillan, vol. 0, pages 1-22.
    10. Patil, Ashutosh & Borle, Sharad & Singh, Siddharth, 2023. "An empirical investigation of unique traits of retailing industry in emerging economies: The perspective of consumer-packaged goods manufacturers," Journal of Business Research, Elsevier, vol. 154(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Michelle Lowe & Neil Wrigley, 2010. "The “Continuously Morphing” Retail TNC During Market Entry: Interpreting Tesco's Expansion into the United States," Economic Geography, Clark University, vol. 86(4), pages 381-408, October.
    2. Rituparna Basu, 2015. "Are They Really Different? A Study on Apparel Shoppers’ Retail Format Perception in USA and India," Global Business Review, International Management Institute, vol. 16(1), pages 123-136, February.
    3. Baines, Joseph, 2015. "Encumbered Behemoth: Wal-Mart, Differential Accumulation and International Retail Restructuring," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, pages 149-166.
    4. Steve Wood & Jonathan Reynolds, 2014. "Establishing Territorial Embeddedness within Retail Transnational Corporation (TNC) Expansion: The Contribution of Store Development Departments," Regional Studies, Taylor & Francis Journals, vol. 48(8), pages 1371-1390, August.
    5. Kumar, V. & Sunder, Sarang & Sharma, Amalesh, 2015. "Leveraging Distribution to Maximize Firm Performance in Emerging Markets," Journal of Retailing, Elsevier, vol. 91(4), pages 627-643.
    6. Lakatos, Csilla & Fukui, Tani, 2014. "The Liberalization of Retail Services in India," World Development, Elsevier, vol. 59(C), pages 327-340.
    7. Singh, Sukhpal, 2009. "Rapporteur’s Report on Implications of Corporate Entry into Agricultural Input and Output Markets and Its Impact on Small Producers and Consumers," Indian Journal of Agricultural Economics, Indian Society of Agricultural Economics, vol. 64(3), pages 1-9.
    8. Seth Schindler, 2014. "Producing and contesting the formal/informal divide: Regulating street hawking in Delhi, India," Urban Studies, Urban Studies Journal Limited, vol. 51(12), pages 2596-2612, September.
    9. Ge, Jiwen & Honhon, Dorothee & Fransoo, Jan C. & Zhao, Lei, 2020. "Manufacturer competition in the nanostore retail channel," European Journal of Operational Research, Elsevier, vol. 286(1), pages 360-374.
    10. Vamsidhar Reddy, T.S. & Hall, Andy & Sulaiman V., Rasheed, 2010. "New Organisational and Institutional Vehicles for Managing Innovation in South Asia: Opportunities for Using Research for Technical Change and Social Gain," MERIT Working Papers 2010-054, United Nations University - Maastricht Economic and Social Research Institute on Innovation and Technology (MERIT).
    11. Cédric Durand & Neil Wrigley, 2009. "Institutional and Economic Determinants of Transnational Retailer Expansion and Performance: A Comparative Analysis of Wal-Mart and Carrefour," Environment and Planning A, , vol. 41(7), pages 1534-1555, July.
    12. Rajeev Kohli & Jagdish Bhagwati, 2011. "Organized Retailing In India: Issues And Outlook," Working Papers 6666, School of International and Public Affairs, Columbia University, revised Jan 2011.
    13. Debesh Mishra & Kamalakanta Muduli & Lukas Sevcik & Sujoy Kumar Jana & Manidatta Ray, 2023. "Combating of Associated Issues for Sustainable Agri-Food Sectors," Sustainability, MDPI, vol. 15(13), pages 1-20, June.
    14. Vries, Gaaitzen J. de, 2008. "Did Liberalization Start A Retail Revolution In Brazil?," GGDC Research Memorandum GD-105, Groningen Growth and Development Centre, University of Groningen.
    15. Roy Devesh & Joshi Pramod Kumar & Karandikar Bhushana & Joshi Shwetima & Sonkar Vinay Kumar, 2014. "Expanding the Shopping Cart or Improving Its Contents: A Study on “Modern” Retail in India," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 12(1), pages 159-180, January.
    16. Baines, Joseph, 2014. "Wal-Mart's Power Trajectory: A Contribution to the Political Economy of the Firm," Review of Capital as Power, Capital As Power - Toward a New Cosmology of Capitalism, vol. 1(1), pages 79-109.
    17. Kaliappa Kalirajan & Kanhaiya Singh, 2013. "Corporate Retail Outlets are Blessings in Disguise for Unorganized Retail Outlets: An Empirical Analysis in the Indian Context," ASARC Working Papers 2013-04, The Australian National University, Australia South Asia Research Centre.
    18. Venkatesan, Rajkumar & Farris, Paul & Guissoni, Leandro A. & Neves, Marcos Fava, 2015. "Consumer Brand Marketing through Full- and Self-Service Channels in an Emerging Economy," Journal of Retailing, Elsevier, vol. 91(4), pages 644-659.
    19. Kedar, Vishnu Shankarrao & Kumar, Parmod & Neharkar, Pratibha, 2021. "Transaction Costs, Institutions and Smallholder Market Integration: Chili Producers in India," 2021 Annual Meeting, August 1-3, Austin, Texas 313970, Agricultural and Applied Economics Association.
    20. Kedar Vishnu & Parmod Kumar, 2019. "Structure and strategy of supermarkets of fruits and vegetables retailing in Karnataka: Gains for whom?," Working Papers 438, Institute for Social and Economic Change, Bangalore.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:86:y:2018:i:c:p:406-415. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.