Quality Attribute and Non-Linear Pricing Under Changing Agriculture Food Retailing : A Study in India

Large capital or corporate investment in agriculture is becoming an important issue in Indian economy. Large capital investment may be domestic, foreign or both. While domestic (Indian) large firms are allowed for retail as well as cash and carry trade, 100% Foreign Direct Investment (FDI) in cash and carry has become operational only since 2006 with an automatic route and in the single-brand retail market since 2012. Most of the Asian countries have liberalized their retail markets. In this study, we have discussed the strategic pricing behaviour of the large capital retail traders (LCT) (including single brand, multi-brand retailers and both domestic and foreign) in the retail agriculture market in India. A model has been established to show strategic price behaviour of the food items in the changing retail markets in India