Contabilidade e Marketing

Analysis of Trends in the Effect of Online Marketing on the Traditional Kirana Stores and Their Tackling Strategies

Abstract

 Tripti Gupta

The traditional kirana stores and local retail markets have always been well established and deep rooted in India for centuries. Even in the modern times, it was not before the advent of the e-commerce sites, that their domination could be challenged. This paper, is an attempt to analyze the effects of the e-commerce websites on the growth and development of various conventional businesses as individual ventures and as the business society as a whole in the NCR of the country. The paper attempts to present an analysis pertaining to the after-effects of the attempts made by the businesses to keep afloat. The sample will potentially include businessmen from different traditional markets and local stores to maintain heterogeneity in the sample. The subjects under the study were taken keeping in mind the variety in locality, expansion and the age of the business and the proprietors.