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.
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 *