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...

Purpose – The purpose of this paper is to describe an initiative to improve the daily earnings of a rickshaw puller by training them to retail branded FMCG products based on a “bulk buying retail selling” model. The paper is based on the findings of a survey conducted 112 rickshaw pullers...