Exploration of Indian rural markets and marketing

Parida, Rashmi Ranjan; Sahney, Sangeeta

doi:10.1108/apjml-12-2016-0241

Cited by 8 publications

(4 citation statements)

References 17 publications

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“…Penetrating the BOP market has been noted as essential. Still, there are challenges such as poor connectivity, communication challenges, conservative beliefs, and even the stiff mindset of the people in those markets (Parida and Sahney, 2018).…”

Section: Literature Reviewmentioning

confidence: 99%

Buyer / Seller Relationship in the Services Sector at the Bottom of the Pyramid: A Commitment-Trust Theory Perspective

Tjizumaue

2023

IJIED

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Drawing on the commitment-trust theory as the central approach, this paper aims to evaluate the importance of the commitment-trust theory in improving relationships between buyers and sellers in the service sector at the Bottom of the Pyramid. The paper further aims to investigate if the relationship formed between the buyers/sellers can impact the organization’s financial performance through customer satisfaction. From that, a conceptual framework is developed, which illustrates how the buyers’ and sellers’ relationships through commitment-trust theory are displayed as mediators in the conceptual framework, subsequently impacting the financial performance of the service providers. The study is a conceptual paper; therefore, it only concentrated on secondary data, which led to reviewing the literature of 190 articles focused on the conceptual evaluation of existing actors in relationship marketing and services marketing. The findings of this study illustrate that service providers should not only concentrate on high earners but also give attention to the bottom of the pyramid markets as those markets are also profitable. The findings also prove that service providers must adequately pay attention to the Bottom of the pyramid customers. The findings further revealed that well-served customers result in positive word of mouth, which subsequently increases loyalty and referrals, thus resulting in more outstanding market share. The study also showed that the customers at the Bottom of the Pyramid are not usually well acquainted with the benefits of the products and their rights as consumers; hence, some service providers take advantage of them.

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Section: Literature Reviewmentioning

confidence: 99%

Buyer / Seller Relationship in the Services Sector at the Bottom of the Pyramid: A Commitment-Trust Theory Perspective

Tjizumaue

2023

IJIED

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“…The market strategies are essential requirement to understand trends in the growth of rural market and device measures to improve the sales of the organization. The challenge for rural market is with regards to awareness of brand and use of branded products (Parida and Sahney, 2018). Start-ups in FMCG sector mention that market in rural sector is dominated by middle-class individuals and families in India.…”

Section: Literature Review On Challenges Of Rural Start-ups In Indiamentioning

confidence: 99%

Challenges of rural start-ups in Karnataka, India

Kulkarni¹,

Mutkekar

Chiniwar

et al. 2021

WJEMSD

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PurposeThe purpose of this paper is to provide the insights on the challenges influencing rural start-ups. It provides insights with regards to managerial, operational, marketing and finance-related challenges influencing the rural start-ups in the study. The study aims to expand the domain of start-ups by including a broader range of challenges and related aspects found in the start-up literature.Design/methodology/approachThe paper opted for an exploratory study using the open-ended approach of grounded theory, including 61 rural start-ups operating in Karnataka, India. The data were analysed through non-parametric test to understand the comparison between different sectors of rural start-ups.FindingsIt suggests that marketing techniques and infrastructure challenges influences the rural start-ups. Therefore, success of start-ups is influenced by these related variables.Research limitations/implicationsBecause of the chosen research approach, the research results may lack generalizability. Researchers are therefore encouraged to test the proposed propositions further in the area of challenges and growth in the domain of managerial, infrastructure, marketing, finance, human resource and logistics in rural start-ups. The study is restricted to rural start-ups located in districts of Karnataka, India.Practical implicationsThe paper includes implications for managing the challenges for enhancing the growth of start-ups. The paper provides insights on the significant challenges witnessed by the start-ups and provides directions for the growth of start-ups.Social implicationsThis paper fulfils an identified need of the start-ups in rural sector and contribute to the growth of start-ups in rural sector of India.Originality/valueThis paper fulfils an identified need to study how rural start-ups operate and create a niece in the growth of Indian economy.

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“…Cluster 3 contains 141 articles on marketing research that have been cited 1,554 times. Authors have focused on the application and development of various research methods, such as ethnography (Haryanto et al, 2017) and interviews (Parida and Sahney, 2018). Publications on these topics began only in 1996, and most research on the issue has appeared in the second (2002-2010) and third (2011-2019) periods.…”

Section: Journals Citing and Cited By Apjml Tablementioning

confidence: 99%

A retrospective overview of Asia Pacific Journal of Marketing and Logistics using a bibliometric analysis

Donthu

Kumar

Pandey

et al. 2020

APJML

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PurposeThis study provides a retrospect of Asia Pacific Journal of Marketing and Logistics (APJML) for the 27-year period between 1993 and 2019.Design/methodology/approachThis study uses the Scopus database to identify the most-cited APJML articles and most prolific authors, institutions and countries in APJML between 1993 and 2019. The study uses bibliometric indicators as well as tools such as bibliographic coupling and science mapping, to analyze the publication and citation structure of APJML. The study provides a temporal analysis of APJML publishing across different periods.FindingsAPJML's publication has grown at an average rate of 17% per year, while its citations have grown at an impressive rate of 60%. The contributors to the journal come mainly from the Asia Pacific region, which is not surprising given the journal's scope of publication. Bibliographic coupling of articles reveals that the journal has focused mostly on issues related to market orientation, advertising, marketing research, consumer behavior, customer service, marketing in the digital environment and consumer ethnocentrism. Quantitative research in marketing and consumer ethnocentrism is among the emerging themes in the journal and would benefit from more exploration from scholars.Research limitations/implicationsThis study uses data from the Scopus database, whose limitations have implications for the findings. For example, data for the journal's first five issues are not available on Scopus and therefore are not included in the analysis.Originality/valueThis study provides the first overview of APJML's publication and citation trends as well as its thematic structure.

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Exploration of Indian rural markets and marketing

Cited by 8 publications

References 17 publications

Buyer / Seller Relationship in the Services Sector at the Bottom of the Pyramid: A Commitment-Trust Theory Perspective

Buyer / Seller Relationship in the Services Sector at the Bottom of the Pyramid: A Commitment-Trust Theory Perspective

Challenges of rural start-ups in Karnataka, India

A retrospective overview of Asia Pacific Journal of Marketing and Logistics using a bibliometric analysis

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