Would Kiranas in Urban India Survive the Modern Trade Onslaught?An Insight From Efficiency Perspective

We examine the efficiency of the traditional and modern trade formats in an attempt to understand the chances of survival of the Kiranas. Instead of assessing the efficiency of retail stores on the basis of supply-side efficiency in terms of retailer productivity scores alone, we argue in favor of additionally using demand-side efficiency measures in terms of satisfaction of customers’ needs. We propose using two DEAs: one DEA to measure customer patronage perspective through efficient satisfaction of customers’ needs, and another DEA to measure retail productivity. A customer and retailer study across four Indian cities is done to arrive at the answer to the research question.


Paromita Goswami and Mridula Mishra (2009) ,"Would Kiranas in Urban India Survive the Modern Trade Onslaught?An Insight From Efficiency Perspective", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 344-345.


Paromita Goswami, Xavier Institute of Management, Bhubaneswar, India
Mridula Mishra, ICFAI Business School, Kolkata, India


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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