Title: The antecedents on rural distribution problem and rural retailer's preference towards Pepsico India holdings private limited in Tamilnadu, India

Authors: K. Mohamed Jasim; M. Vinoth

Addresses: Swami Vivekananda Institute of Management, Thanjavur, Thanjavur Dt, Tamilnadu, India ' SRM University, Kattankulathur-603203, Kancheepuram Dt, Tamilnadu, India

Abstract: With the growth in the retail industry, the corresponding demand for real estate is also being created. Further, with the online medium of retail gaining more and more acceptance, there is a tremendous growth opportunity for retail companies, both domestic and international. We have studied various factors for retailer preference towards PepsiCo products and problems faced in the distribution channel in the rural market in Tamilnadu, India. In this research study, we examine the retailer preference towards PepsiCo products and problems faced in the distribution channel in rural areas, retailer preference for PepsiCo products in rural areas; researcher collected the list of rural retailers in Tamilnadu and from the local distributor database list and from the PepsiCo Ltd. distributor list. Only rural retailers that had operation for at least three years were included in the study. The data was collected through in-depth personal interviews with the rural retailers. These strategies are leads to capturing retailer preference towards PepsiCo products and problems faced in the distribution channel.

Keywords: rural markets; rural distribution problems; rural retailers; retailer preferences; PepsiCo India; retailing; retail industry; distribution channels; rural areas.

DOI: 10.1504/IJBIR.2017.082830

International Journal of Business Innovation and Research, 2017 Vol.12 No.4, pp.525 - 536

Received: 04 Jun 2014
Accepted: 30 Mar 2015
Published online: 13 Mar 2017 *

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