Date of Award

29-5-2024

Document Type

Thesis

School

School of Management

First Advisor

S.Selvabaskar

Keywords

Technology Acceptance Model, Digital technology, Unorganised Retailers, Technology Readiness Index, Usage Behaviour

Abstract

Unorganised retail, consisting of small local shops offering various products, holds a significant market share of 81.50 %, according to the India Retailer Report (2023). Despite the burgeoning e-commerce and organised retail sectors, unorganised retail remains a preferred shopping choice for many consumers.

In response to the sector's potential, several startups have emerged, aiming to support kirana stores. While these startups have primarily focused on horizontal solutions to enhance efficiency, there is a growing need for tailored solutions addressing the specific requirements of unorganised retailers.

Introducing the Dukantech (Dukan in hindi meaning ‘Shop’) model as a solution, this approach enables local sellers to digitize their shops, thereby improving customer service and operational effectiveness.

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