This report by Catalyst and People Research on India’s Consumer Economy (PRICE) provides a deeper context on small business profiles, infrastructure, needs, behaviors, and perceptions based on a large sample survey. The study focuses on small merchants with fixed establishments, which tend to be significantly more educated, economically empowered, and with greater access to digital infrastructure, compared to other longer tail merchant categories.
Mapping the Merchant’s Mind: An Analysis of Digital Payment Behaviors by Fixed Store Merchants in Jaipur
Badal Malick, Rajesh Shukla, Megha Shree, Vaisnavi Gnanasekaran, Pratibha Joshi, Harsh Nisar
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Small, Growing Businesses and Employment