IIMA Institutional Repository
This Institutional Repository has been created to collect, preserve and distribute the scholarly output of Indian Institute of Management, Ahmedabad. This will work as an important tool to facilitate scholarly communication and preserve the institution knowledge. The Vikram Sarabhai Library is proud to be hosting the repository for the dissemination and preservation of this valuable knowledge resource of the IIMA community.
Please use this identifier to cite or link to this item:
http://hdl.handle.net/11718/9799| Title: | Children in a Kirana store: building as case for retail communication |
| Authors: | Anuradha, M. Sinha, Piyush Kumar Krishna, Rajneesh |
| Keywords: | Retail Communication;Kirana Store |
| Issue Date: | 20-Oct-2003 |
| Abstract: | This paper looks at child-retail communication interaction at the Kirana store, the Indian version of the US ‘mom and pop’ retail outlet, in New Delhi. The methodologies for data collection were the non-participatory unstructured observation and exit interview techniques. The results showed a high interaction between the child and retail communication. There is a case for looking at the retail outlet as a communication medium that can be exploited, rather than as a mere storehouse of goods. |
| Description: | Anuradha, M., Sinha, Piyush Kumar., and Krishna, (February 2003), Children in a Kirana store: building as case for retail communication, Rajneesh Journal of Brand Management, Vol.10(3),Pp. 219-232 |
| URI: | http://hdl.handle.net/11718/9799 |
| Appears in Collections: | Journal Articles |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Kumar2003_Article_ChildrenInAKiranaStoreBuilding.pdf Restricted Access | 196.1 kB | Adobe PDF | View/Open Request a copy |
Items in IIMA Institutional Repository are protected by copyright, with all rights reserved, unless otherwise indicated.