Evolution of retail marketing in emerging economies: A study of fisheries sector in south India
2017
Rajeev, Meenakshi | Bhandarkar, Supriya
Marketing of fisheries produce in India has changed drastically after liberalization, evolving over time from an unorganised system into a more organised and efficient one. This paper classifies the retail channels in the economy under the following distinctive heads: wholesale trade by transnational firms, licensed domestic markets where large number of domestic sellers (either wholesalers or retailers) function in one space, retail super markets of domestic origin managed by large corporations, small organised retail outlets selling only sea food, unorganised retail outlets and online shops selling sea food. By considering each of these retail forms, the paper captures the evolving structure of retailing, the functioning of the markets and the supply chain associated with each of them through a field survey carried out in leading metropolitan cities in Karnataka and Kerala in India. The role of each intermediary within the supply chain and the problems faced by each retail structure too have been captured in order to provide a comprehensive picture of the marketing of fish within the sector.
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