No open-access location is known for this record yet.
No open-access location is known for this record yet.
The traditional retail institutions, other than the retail shops, serving the rural markets include the periodic markets, fairs, and hawkers. The evidence for their value creation is their resilience, despite the growth of retail shops in the rural markets. The periodic markets are markets held at a regular periodicity. These markets facilitate trading on agricultural produce and some traders sell packaged goods. Periodic markets offer variety to consumers that is not available in the local village shops. Periodic markets also serve interior villages that do not have shops. Fairs or melas are an important retail institution as they offer the marketer an occasion for showcasing new products and selling durables. The fairs are usually after harvest and held along with festivals. The consumers, therefore, have the ability and willingness to buy. Also, as women participate in fairs, marketers have an opportunity to target them. Hawkers are mobile traders who travel across villages selling to rural households. They sell clothes, cosmetics, bangles, and novel items apart from perishables. The advantage of hawkers is that they reach many small interior villages and many of these sellers reach their products to the womenfolk.
Loading…
Imported from OpenAlex (CC0) — nothing here is generated.