Sustainable Retail Entrepreneurship in Emerging Markets: An Empirical Study of Brand Identity, Retailer Satisfaction, and Decision-Making in India’s DairySector
DOI:
https://doi.org/10.66635/7w5aex56Keywords:
Sustainable Entrepreneurship, Retail Entrepreneurship, Brand Identity, SMEs, Emerging markets, Supply Chain ChallengesAbstract
In competitive retail environments, branding has emerged as a critical strategic tool influencing retailer behavior and business performance. This study examines retailers’ perspectives on brand identity, retailer satisfaction, influencing factors, and challenges in promoting dairy products within a localized market context. The research adopts a descriptive design and is based on primary data collected from 100 retailers using a structured questionnaire and a five-point Likert scale. Spearman’s rank correlation was applied to analyze relationships among key variables.The findings reveal that brand identity is significantly influenced by product quality, brand image, customer demand, and recognition, with recognition and product quality emerging as the most influential dimensions. Retailer satisfaction is primarily driven by profit margins, support and communication, and product availability, highlighting the importance of financial and operational efficiency. Incentives and discounts are identified as the most significant factors influencing retailers’ decisions, followed by consumer preferences and geographical conditions. Retailers also face challenges such as competition and logistical constraints, which affect performance.This study contributes to sustainable entrepreneurship literature by demonstrating how SMEs integrate branding and operational strategies to achieve long-term economic sustainability in emerging markets. It further highlights the role of small retailers in fostering resilient and inclusive retail ecosystems in Asia.
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