Weekly Market - Sandhai Survival : The Code of Rural Commerce

Language: English

Published by Eliva Press, 2026

9999334822 / 9789999334822

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Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH

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nach der Bestellung gedruckt Neuware - Printed after ordering - This book is a critical resource for anyone looking to bridge the gap between academic economic theory and the ground-level reality of India's vibrant, community-driven marketplaces. In 'Weekly Market: Sandhai Survival - The Code of Rural Commerce,' Dr. G. Jayanthi and Dr. R. Amudha provide an exhaustive investigation into the socio-economic machinery of the Sandhai (the Tamil term for a weekly market). Far from being a relic of the past, the book argues that these markets are sophisticated, resilient institutions that have adapted to the pressures of modern e-commerce and digital connectivity.The narrative is anchored in a detailed case study of the Punjaipuliampatti Sandhai in Erode, the second-largest weekly market in Tamil Nadu. This specific marketplace serves as a microcosm for rural commerce across India, demonstrating how millions of livelihoods depend on a cyclical, once-a-week trading rhythm. The authors move beyond the traditional '4Ps' (Product, Price, Place, Promotion) of marketing, focusing instead on the 4As-a framework specifically tailored for the 'Base of the Pyramid' (BoP) consumers:Affordability: The book explores how sellers manage price sensitivity by offering small unit packs and flexible pricing to accommodate the cash-flow cycles of agricultural laborers.Availability: It details the logistical ingenuity required to ensure that goods reach far-flung villages exactly when the market opens, overcoming infrastructure deficits.Acceptability: The authors analyze how products are customized to meet the functional and cultural needs of the rural consumer.Awareness: The study highlights how word-of-mouth and localized communication channels replace traditional mass media in creating brand trust.Livelihood and Social Impact Beyond commerce, the book illuminates the Sandhai as a social lifeline. It is not just a place for transaction, but a hub for information exchange, community building, and social interaction. For the sellers, it represents a survival strategy-a way to earn a lump sum that sustains their families through the week.

Seller Inventory # 9789999334822

Title
Weekly Market - Sandhai Survival : The Code of Rural Commerce
Author
Jayanthi G.
Publisher
Eliva Press
Publication year
2026
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
9999334822
ISBN 13
9789999334822
Item weight
150 grams
Dimensions
229x152x5 mm

AHA-BUCH GmbH

Einbeck, Germany

5-star seller

AbeBooks seller since August 14, 2006

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