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.
Citation:
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.
Authors
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
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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