Informal-Underground Retailers in Less-Developed Countries: An Exploratory Research from a Marketing Point of View

Abstract

The aim of this article is to provide further insight into the characteristics of the activities of informal retailers, in order to reveal the existence of a marketing logic that could help to explain their growth in LDC markets. The analysis of the activities of informal retailers in Lima, Peru, suggest that most of the characteristics of this activity may be classified into three main categories: low prices, high mobility, and a very efficient use of its resources.