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The secrets of the longevity of informal retail markets in Croatia

Sanda Renko (Department of Trade, Faculty of Economics and Business, University of Zagreb, Zagreb, Croatia)
Kristina Petljak (Department of Trade, Faculty of Economics and Business, University of Zagreb, Zagreb, Croatia)

British Food Journal

ISSN: 0007-070X

Article publication date: 5 February 2018

312

Abstract

Purpose

Despite modern retail formats, for many cultures, informal markets (street markets, farmers’ markets, or wet markets in Asia), fleas, and bazaars still remain an important part of life. The purpose of this paper is to provide further insight into the characteristics of informal retailers, and to explain their growth and longevity in markets.

Design/methodology/approach

In order to explore what attracts customers to informal retail markets, a survey conducted on the sample of Croatian consumers was carried out.

Findings

The results show that consumers point out fresh, affordable, and healthy products and relationships with vendors as the main advantages, while weather conditions, unattractive food, and crowds are the disadvantages and barriers of purchasing at informal markets.

Practical implications

The results presented give directions for various subjects on how to increase the popularity of informal markets.

Originality/value

This paper addresses consumers’ perception of informal markets in the context of an emerging country. With the literature review, and the results of the explorative survey, it contributes to the knowledge on this type of retailing.

Keywords

Acknowledgements

This paper forms part of a special section “Food retailing: from farmers’ markets to retail hybridization.”

Citation

Renko, S. and Petljak, K. (2018), "The secrets of the longevity of informal retail markets in Croatia", British Food Journal, Vol. 120 No. 2, pp. 325-339. https://doi.org/10.1108/BFJ-04-2017-0208

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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