Understanding Product and Market Interactions in Subsistence Marketplaces: A Study in South India

Madhubalan Viswanathan

90 citations0/0 files storedAdvances in international management

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Innovation and Socioeconomic Development Consumer Market Behavior and Pricing Consumer Behavior and Market Dynamics

Abstract

This chapter examines the marketplace activities of subsistence customers in South India. It presents a picture of the day-to-day behaviors and interactions of subsistence customers in terms of the products they purchase and their interactions with sellers and outlets. The method involved observations and in-depth interviews of a variety of buyers and sellers over several years in urban and rural South India. Needs, products, and market interactions, as well as typical budgets in subsistence contexts are described. These descriptions are used to derive broader characteristics of product and market interactions in terms of uncertainty, complexity, and lack of control; one-on-one interactions; transactional fluidity; and make or buy decisions.

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1988Social Capital in the Creation of Human Capital 2000Social Capital in the Creation of Human Capital 1997Motivation and Personality 2010The fortune at the bottom of the pyramid

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