Indigenous Management Practices- A Case Study on Street Vendors

Abstract

Street vending a very ancient and critical occupation found in each and every country withfar reaching economic and social impact. Even before the pre independence era, in India,street vending was by far the only recourse to sales activities in an informal space. Even tothis day in smaller semi urban localities and pockets of the country we see a congregation ofsellers and buyers getting together in vacant spaces for an informal marketing activity. Theyare called by various names as in sandy bazaars, santhe’s etc which could happen once aweek in most places. Not just food, every possible and essential good and in certain casesservices are also bought and sold here. While there is a lot of study on formal salesmanagement, marketing mix, product life cycles stages and a plethora of marketing concept,this street vendors business management have been given very little thought and study. Inthe absence of a shop, any perceivable brand building exercises, advertisements the streetvendor is successful in getting very good returns on the minimal capital expenditureinvested. This paper is a case study approach to viewing the successful business practices ofstreet vendors. How do these street vendors manage competition amongst them and stillcontinue to attract a growing numbers of customers. Certain sellers have become brands inthemselves for certain unique services they offer and able to sustain their product and servicethrough the years successfully. In this paper, we have discussed certain critical practices ofstreet vendors that could be of much use in furthering management theories and practices.