Title: The evolution of retailing in India's small towns

Authors: Arpita Khare, Michael C. Mayo

Addresses: 9, J.L Nehru Road, George Town, Allahabad 211002, India. ' Athabasca University, 9513 S, Pointe LaSalle Dr., Bloomington, In 47401 12-219-9789 Canada

Abstract: The paper examines the global issues confronting retailing, which is striving to be more focused to the needs of the customer. As companies explore avenues for marketing and growth, investments in retailing have grown in smaller cities of India. Many companies are toying with the idea that opening shops and stores of their branded products in Class B cities of the country would fetch them first mover advantage. In this perspective, the paper explores the feasibility of organised retailing in Class B cities of India, and how far the psychographic trends promise lucrative business opportunities for companies.

Keywords: value proposition; lifestyle; retailing; India; globalisation; small towns; brands; branding; class B cities; psychographic trends; first mover advantage; emerging markets.

DOI: 10.1504/IJBEM.2010.029744

International Journal of Business and Emerging Markets, 2010 Vol.2 No.1, pp.58 - 76

Available online: 01 Dec 2009 *

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