Rx small retailer survival: Community demand analysis
Journal of the Academy of Marketing Science · 1973 · Volume 1 · Issue 2
Abstract
The sole proprietorship form of retailing organization comprises 60% of all retailers. Their average annual sales amounts to $31,600 while their average annual profit (including provision for salary) is $2,700. This group constitutes the poverty segment of the business community. Most in government and business consider the plight of the small retailer to be unsolvable. This article suggests a plan which could represent a major advance to improve the small retailers economic position. Means are presently available to determine community requirements for goods and services. The author contends that community demand analysis is a major key to the problem. The article outlines what is needed and how the plan could be implemented.
Keywords
Small Business, Census Tract, Central Business District, Annual Sale, Shopping Behavior
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