Enjoying the Sale: the Case of Itinerant Retailers in Festivals

Retailers have been seen primarily as commercial entities; itinerant retailers included. We consider itinerant retailer as consumer in the context of temple festivals, where they are motivated by the consumption of the festival. We also consider their role as informants and suppliers of products associated with the festival to consumers.


Prakash Satyavageeswaran, Sridhar Samu, Rajesh Nanarpuzha, and Jossin Shaji (2020) ,"Enjoying the Sale: the Case of Itinerant Retailers in Festivals", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1205-1205.


Prakash Satyavageeswaran, Indian Institute of Management Udaipur, Inda
Sridhar Samu, Great Lakes Institute of Management
Rajesh Nanarpuzha, Indian Institute of Management Udaipur
Jossin Shaji, Indian Institute of Management Udaipur


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


Beyond Subjectivity: Competing Governance Regimes and the Socio-Material Construction of Rational Consumer Action

Lena Pellandini-Simanyi, Università della Svizzera Italiana

Read More


Which Healthy Eating Nudges Work Best? A Meta-Analysis of Field Experiments

Romain Cadario, IESEG School of Management
Pierre Chandon, INSEAD, France

Read More


R12. Brand Primes Can Satiate (Important) Consumer Goals

Darlene Walsh, Concordia University, Canada
Chunxiang Huang, Concordia University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.