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The present study aims to understand small retailers' current use of various low-cost technologies and the factors responsible for small retailers' adoption. Furthermore, these factors of adoption were mapped back to beliefs within the theory of planned behaviour (TPB), and an attempt was made to understand if some of the beliefs dominated over the others and their implications.

The study takes a qualitative approach comprising in-depth semi-structured interviews and direct observation. The qualitative data were analysed through a thematic analysis to identify technology adoption factors.

Amongst the various technologies (mobile apps), payment and procurement apps were the most widely used. The authors identified eight factors influencing technology adoption: the top being customer demand for payment apps and convenience and cost-saving for procurement apps. The study also highlights the role of the dominant beliefs in technology adoption, which managers could use to improve adoption rates.

The current study is a cross-sectional study and the sample was predominantly of grocery retailers, limiting the generalisability of the results.

Small retailers face stiff competition from organised retail and e-commerce platforms which threatens small retailers' existence. Small retailers' survival is vital as many people depend on the small retail sector for livelihood. Increased use of technology seems the only way for them to stay competitive and increase profitability. The study's outcome could help increase technology adoption amongst small retailers and increase small retailers' competitiveness.

Despite the widespread presence of small retailers in emerging economies, few studies have examined technology adoption amongst them. This study is also the first to use the TPB theory in the small retailer technology adoption context.

The purpose of this paper is to explore channel conflict from the small retailer’s perspective in the context of emerging economies. The study investigates the factors and probable outcomes of perceived channel conflict.

A qualitative research design is adopted. This study involves semi-structured in-depth interviews with 14 small retailers, selected through the purposive sampling technique, in a capital city of North India.

This exploratory study reveals five key reasons for channel conflict in the context of small retailers: coercive sources of power, retailer dependence, competitive intensity, retailer characteristics, and distributors’ role performance. The findings also highlight channel exit and passive acceptance as two probable outcomes of perceived channel conflict. Conflict may also lead to changes in the channel structure, which may significantly affect the success of multinational firms in emerging economies. The paper concludes with a discussion and presents an agenda for further research.

Channel conflict is a well-researched area, but the context of most existing studies has been larger retailers in developed economies. The findings of this study provide the reasons for and outcomes of the channel conflict encountered by small retailers in emerging economies. This study should be of interest to marketing managers, especially of consumer packaged goods firms, who want to succeed in emerging economies. These managers can use insights from the study to manage channel conflict in the context of small retailers.

The purpose of the study was to understand influence of assortment, store facility, service and relationship on Indian consumers’ small retailer patronage behaviour. The determinant of small retailer–consumer relationships was studied.

Indian consumers were contacted through retail stores intercept method and requested to participate in the survey (n = 321). The questionnaire was adapted from the research conducted by Lee et al. (2008) and modified (some items on relationship were added). ANOVA and multiple regression tests were used to analyze the data.

The Indian consumers’ prefer small retailers due to assortment, service, store facility and relationship. The older and younger populations differ in their reasons for preferring small retail stores. The results show that service and assortment influence consumer-small retailer relationships.

The small retailers’ can harness the relationship and social interaction attribute of their service package for defending their turf against organized retail. The fast-moving consumer goods companies can use the competitive strength of small retailers for increasing their distribution in the interiors of the country and understanding market demand.

There is limited research in India to understand competitive advantage of small retailers over organized retailing.

The purpose of this paper is to identify the types of social responsibility actions that small local retailers implement in their local community and to explore their underlying motivations and perceived benefits.

A qualitative research method is used to explore small local retailers’ social responsibility practices and underlying motivations. Owners/managers of small apparel retailers in the USA were interviewed and their responses transcribed and analyzed.

Findings highlight that local retailers are active in giving back to their community using various means from monetary donations to promotion of community events. Such contributions to their local community are largely driven by their affection for the community, and the motivation is to maintain a good reputation. It was also found that episodes of giving were also triggered externally by customers, local organizations, and local events. Small retailers’ social responsibility contributions to the community are typically not undertaken in an effort to stimulate sales, profits and/or customer traffic. Rather, local retailers find their experiences enjoyable and their contributions build a sense of connection to the community. These retailers enjoy an extra sense of enrichment and perceive social benefits accrued from actively engaging in social responsibility within the community.

Much has been written about social responsibility from a manufacturing and large retailer viewpoint, but there is a dearth of information on small local retailers. This study explores the understanding of small businesses’ social responsibility practices from a local retail perspective and provides valuable insights about retailers approach to social responsibility in relation to their local community.

The purpose of this paper is to investigate the association of e-channel resources with market coverage of small local retailers.

This survey-based study collects data from 147 North American florists who use web sites as e-channels. The data are analysed through a set of multi-nomial logistic regressions, and multiple analysis of covariance. Measurement validation is conducted before data analysis.

Considering two resources, e-IT competence and e-service agility − both critical for providing e-services − this study finds that e-service agility is significantly associated with market coverage. This paper also verifies that small local retailers who have wider market coverage than their competitors achieve higher performance from an e-channel. However, the retailers with wider market coverage do not have higher total retail sales.

Practitioners should carefully consider the imbalance between the cost of resource development to enable market extension and the eventual performance return. Market extension requires a high level of e-service agility, but the corresponding performance return may be inadequate. This finding advises the owners or managers of small local retailers to have a complete resource plan for the effective use of an e-channel.

This is the first survey-based study on the relationship between resources and market coverage for small internet retailing. The study uses cross-disciplinary perspectives to examine the practices of internet retailing and the resources required, based on insights on marketing, operations management, and management information systems.

The past 25 years have witnessed a dramatic rise in the dominance of big‐box retailers in the global retail sector and the decline of small retailers. The purpose of this paper is to explore how the intensity of competition with big box retailers moderates the relationship of strategy choice to expected growth.

This study uses cross‐sectional survey data from a group of 199 small retailers in the USA. Hypotheses are tested using linear regression of expected growth on the use of three growth‐oriented strategies. These relationships are subjected to tests of the moderating effect of direct competition with big box retailers.

This study shows that small retailers pursue strategies of offering previously unavailable goods or services, high quality, and better service to pursue future growth. The interaction effect of strategy with directness of competition with big box retailers, however, has a negative and significant effect on expected growth.

The data set is from 2003 and is cross‐sectional. Future research on small retailers' strategic preferences should reflect a more recent competitive landscape and employ longitudinal data sets to establish cause‐and‐effect relationships.

Small retailers need to understand that the strategies they use to pursue growth essentially become strategies for mere survival when competing directly against big box retailers. One small retailer's growth strategy is another small retailer's survival strategy, depending on direct competition with a big box retailer.

This study provides support for the argument that small retailers should pursue growth‐oriented strategies that create value and differentiate them from big box retailers. Under direct competition from big box retailers, however, these growth‐oriented strategies seemingly become mere means for survival. Small retailers need to be aware of blind spots that prevent them from understanding strategy‐performance relationships.

Owning to the influence small retailers have on the customer’s final choice, the purpose of this paper is to investigate the factors that dominate small retailer’s assortment planning decisions. Drivers of product adoption by small retailers are the focus of study. Earlier research works have primarily focused on the profit oriented factors of retailing. It is a multidimensional approach of understanding the decision making of small retailers.

The study is an exploratory in nature, using a mixed method approach that involves both qualitative and quantitative methodology. In the first stage of the study, grounded theory has been adopted that helps in building a conceptual model, which is further validated using SEM. Rural areas of Jammu and Punjab have been targeted to collect data.

The study provides a conceptual model of product assortment planning for small retailers. The results indicate retail margin, which is the most important criterion toward product selection. Small retailers understand the customer profile and their catchment before selecting a product for their store. Store design is an important variable which impacts the number of categories kept in the store as the shelf space is limited. While determining the assortment planning for the store the retailers need to think in advance about buyer, supplier, environmental and the surplus oriented factors while determining the assortment planning for the store.

In developing economies like India, major population (customers) lie in the rural areas of the country and prefer small retailers to shop their daily necessities. The study proposed that the manufacturers need to maintain good and healthy relationship with the associates of the channel and the retailers that are in connected with the end consumer. Marketing managers of firms with target audience as small retailers can draw many inferences from the present study. They may devise rural strategies keeping attributes like localization of supplier, doorstep delivery, supply frequency, etc., on the basis of product demand and attribute.

This paper fulfills an identified need to explore the assortment planning criteria of BOP retailers in India. Also the mixed methodology is attractive and new in the retail domain.

Addresses two critical issues for the small retailer faced with competition from large national one‐stop chains: do customers perceive environmental and induced emotional influences the same for these different retailers and do these influences have differential effects on a customer’s willingness‐to‐buy (WTB)? Two studies were performed within a small town in the mid‐western USA. It was found that the small downtown retailers primarily use empathy to influence WTB. It was also found that the large national one‐stop chains in this small town primarily use assurance to influence WTB. It was further found that small retailers manage empathy through responsiveness, where the large national chains balance tangibility, reliability and responsiveness to jointly influence assurance.

The purpose of this paper is to understand why people shop at small retailers in their community. The authors investigate the influence of consumers’ civic commitment, measured at behavioural and perceptual levels, on small-retailer patronage (SRP).

Data from 984 respondents represent four French cities that host common town-centre shopping streets and large out-of-town retail parks. A structural equation model applied to the theoretical framework tests the relationships between civic behavioural commitment (CBC), civic perceptual commitment (CPC) and declared SRP.

The more an individual consumer exhibits civic behavioural commitment (CBC) to his/her community, the greater his/her small-retailer patronage (SRP). Furthermore, consumers who express strong civic perceptual commitment (CPC) prefer to patronise small retailers. Results show that CPC has a stronger impact on SRP than CBC does.

If the CPC has stronger effects on SRP than CBC does, town managers can catch people’s attention by communicating civic commitment to enhance CPC. Solidarity could be developed through large-scale social projects to send a strong signal to consumers regarding retailers’ commitment in the community. Finally, the study highlights the role businesses, retailers and consumers play in building communities. Partnerships across all local stakeholders should be built.

This paper is the first to define civic behavioural commitment within consumers’ life place based on social capital theory. Moreover, it offers a new framework for understanding perception of commitment within a community, and its impact on SRP. This measurement scale allows more efficient capturing of civic commitment to communities.

The purpose of this study is to compare the patrons of chain home centers and patrons of small hardware stores.

A questionnaire was administered to individuals residing in two adjacent metropolitan areas located in the US Midwest. Respondents were contacted via telephone and were asked to respond to questions addressing their hardware store/home center preferences and shopping activity.

Respondents' assessments of the importance of eight attributes relating to shopping experience were not able to differentiate between patrons of small hardware stores and patrons of large home centers. Furthermore, the type of hardware retailer that individuals most commonly patronize does not appear to affect their assessments of various types of hardware retailers stores nor the amount of time respondents spent during a typical visit to their most patronized home center/hardware store. Finally, the only demographic difference noted involved income – respondents who shopped most often at large home centers were found to have a significantly higher income than those who shopped most often at small hardware stores.

The results of this study indicate that, at least for the issues examined, there appears to be relatively little difference between the individuals who patronize chain home centers and those who patronize small hardware stores. Consequently, individuals' choices of hardware retailer to patronize appears to be more complex than anticipated.

The growth of chains in hardware retailing has not received the same degree of attention as chain stores in other areas of retailing.