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Reflections from a Periodic Market in Rural India

Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets

ISBN: 978-1-78714-556-6, eISBN: 978-1-78714-555-9

Publication date: 3 December 2018


This chapter examines a periodic market at the bottom of the pyramid. This study has made an attempt to improve the understanding of rural periodic markets and associated issues of infrastructure, information, etc. A qualitative case research method was adopted to collect rich and contextual information about a rural periodic market in a capital city of north India. Themes related to the market background, market characteristics, market functions, etc., were identified and discussed. This study also brings out some of the issues and challenges associated with rural periodic markets. This chapter takes the bottom-up approach to understand challenges of periodic markets. Findings of this research are expected to be helpful in framing the policy for informal markets embedded in social systems. Implications for businesses which are interested in having access to rural periodic markets are also brought out.



Satyam, and Aithal, R. (2018), "Reflections from a Periodic Market in Rural India", Singh, R. (Ed.) Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets (Marketing in Emerging Markets), Emerald Publishing Limited, Bingley, pp. 135-147.



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