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

Research output: Chapter in Book/Report/Conference proceedingChapter

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.

Original languageEnglish (US)
Title of host publicationProduct and Market Development for Subsistence Marketplaces
EditorsJose Antonio Rosa Rosa, Madhubalan Viswanathan
Pages21-57
Number of pages37
DOIs
StatePublished - 2007
Externally publishedYes

Publication series

NameAdvances in International Management
Volume20
ISSN (Print)1571-5027

ASJC Scopus subject areas

  • Business and International Management

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