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Keywords: Customer dependence
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2012) 24 (1): 102–124.
Published: 06 January 2012
... is to focus on customer dependence on the retailer, a rare phenomenon which is evident in rural areas of India even today. Design/methodology/approach The paper is based on an empirical study of a buyer‐seller relationship between a farmer and a chemical fertilizer retailer, which is a common...

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