Customer Attachment as the Key Factor for the Sustainability and Growth of Unorganized Indian Kirana Shops

Pradeep Alex, Danish Hussain, Mohd Danish Kirmani

2023

Abstract

The Indian grocery retail ecosystem is multi-layered and complex. The vast geography and varying infrastructure levels in different parts of the country demand different distribution models. The Indian retail ecosystem is capable enough to ensure product availability even in the interior parts of the country, and we could call the Kirana shops its backbone. The recent past has witnessed the growth of modern retail shops and e-commerce, and they are posing challenges to Kiranas. However, Kirana stores continue to represent a large part of total consumer goods sales in India. Since the competition is intensifying, Kirana shops have to move upward in retail maturity instead of playing defensively. Kiranas offer distinct advantages to customers, and some strengths are unique to these shops. Through this study, researchers identified 'customer attachment' as a major differentiator for Kirana shops. A methodology for measuring the same was developed by employing due procedure. Also, the impact of sub-dimensions of customer attachment on intentions to purchase from Kirana shops was also confirmed. The study concludes that customers have a special bond with local Kirana stores in terms of their atmosphere and staff, positively impacting the purchase intent.

Paper Citation

in Harvard Style

Alex P., Hussain D. and Kirmani M. (2023). Customer Attachment as the Key Factor for the Sustainability and Growth of Unorganized Indian Kirana Shops. In Proceedings of the 2nd Pamir Transboundary Conference for Sustainable Societies - Volume 1: PAMIR-2; ISBN 978-989-758-723-8, SciTePress, pages 117-126. DOI: 10.5220/0012678400003882

in Bibtex Style

@conference{pamir-223,
author={Pradeep Alex and Danish Hussain and Mohd Kirmani},
title={Customer Attachment as the Key Factor for the Sustainability and Growth of Unorganized Indian Kirana Shops},
booktitle={Proceedings of the 2nd Pamir Transboundary Conference for Sustainable Societies - Volume 1: PAMIR-2},
year={2023},
pages={117-126},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012678400003882},
isbn={978-989-758-723-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd Pamir Transboundary Conference for Sustainable Societies - Volume 1: PAMIR-2
TI - Customer Attachment as the Key Factor for the Sustainability and Growth of Unorganized Indian Kirana Shops
SN - 978-989-758-723-8
AU - Alex P.
AU - Hussain D.
AU - Kirmani M.
PY - 2023
SP - 117
EP - 126
DO - 10.5220/0012678400003882
PB - SciTePress