Supermarkets/mom and pops battle in emerging markets
Monday, September 21, 2015 - 13:30
in Mathematics & Economics
A study of early-stage supermarket adoption in India finds that upper and lower middle class consumers are most likely to favor new, modern groceries while the "middle" middle class is more likely to patronize mom and pop "kirana" stores, a phenomenon illustrated by an unusual V-shaped curve for modern retail adoption, according to a new study published in Marketing Science, a journal of the Institute for Operations Research and the Management Sciences (INFORMS).