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Socio-Economic Profile of Shopkeepers in Embedded Markets: Social and Cultural Perspectives From a Hundred Years of Bengali Literary Works

ABSTRACT Retailing, in the context of developing economies, has been claimed to be a social practice. A review of fictional literature from the ethno-linguistic region of Bengal may enhance our understanding of the social and cultural history of independent retailing. The evidence from social sciences shows that most retail markets in the economically less developed countries function in similar ways. Such a similarity in social structures may be explained using the concept of embeddedness. This article identifies the history of socio-economic roles of rural unorganised retailers in the embedded markets of developing economies through the discourse analysis of Bengali fictional literature.