Title: Product adoption by BoP retailers

Authors: Surabhi Koul; H.G. Mishra; Sahil Singh Jasrotia

Addresses: Narsee Monjee Institute of Management Studies, Navi Mumbai, Maharashtra 425405, India ' Faculty of Management, Shri Mata Vaishno Devi University, Katra, J&K, India ' Indian Institute of Management Indore, MP 453556, India

Abstract: The current study is a beginning to know and understand the drivers of product adoption by the BOP retailers. Earlier researches have primarily focused on the profit oriented factors of retailing. This is a multidimensional approach to understand the concept of product adoption in terms of assortment planning by BOP retailers. The paper opted for an exploratory study using a mixed method approach which involves both qualitative and quantitative methodology. The paper uses concept of grounded theory to design a conceptual model and further validates it using SEM. The data was collected from villages of Jammu and Punjab.

Keywords: assortment planning; product adoption; retail margin; retail shelf space; product selection.

DOI: 10.1504/IJICBM.2019.101187

International Journal of Indian Culture and Business Management, 2019 Vol.19 No.1, pp.51 - 66

Received: 14 Mar 2018
Accepted: 19 Nov 2018

Published online: 09 Jul 2019 *

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