Culture, small retail stores, and Indian consumer preferences: A moderating role of demographics

Growth in the Indian retail industry in the last decade has attracted interest from both academicians and retail practitioners. Earlier research has discussed the impact of organized retailing on the future of small retail stores. It is understood that economic factors like rising income, consumption levels, economic growth, and large middle class segment have contributed toward the growth of organized retail in India. This study examines Indian consumers’ preference to shop from small retail stores with respect to cultural- and store-related factors. Demographic factors – education, age, and gender – moderate cultural factors of long-term orientation and collectivism and consequently consumers’ preference to shop from small retail stores.