Price plays a very important role in any consumer buying decision process. One of the attempts to explain the consumer behavior vis-à-vis pricing involves the idea of reference pricing. It is very common to find practices of external reference pricing or advertised reference pricing by the...

The electronic spot exchange provides synergy among the existing marketing systems in the country with its improvised technology and reach through the online system as it brings a variety of benefits to the existing system such as price transparency, better price realization for farmers and lot...