Non-uptake of a Low Cost Retail Management Solution by Small Businesses: An Empirical Analysis.

Government of India, to help the small scale retailers especially to promote the growth of unorganized retail sector introduced a software called eGalla. This is a Retail Management System (RMS), with low installation charges and is aimed to help the local retail shops to face the challenges possessed by big players in the market. However, two years since its launch the product gained limited attraction and shopkeepers hardly use it. This study aims to understand the marketing strategies employed by other products in the same domain and also identifies the gaps in the existing software. Shopkeepers using different RMS were interviewed using a questionnaire. The study captured satisfaction level achieved for various attributes of the product and also for the promised benefits. The study also discuss the initial set up cost, training time, changes that the software brought in and the increment in sales that happened after the software installation. The study identified a few missing modules which were of high demand among the existing users of similar software and recommends solutions to overcome these challenges based on the users experience with other software. [ABSTRACT FROM AUTHOR]