REVIEW OF LITERATURE

1. CRITICAL ANALYSIS OF THE IMPACT OF E-BUSINESS IN INDIA- GOOD OR

BAD (Shekhar & Deshpande, 2019)
LITERATURE REVIEW
In this research paper, the growth of E-Business in India over the last five years is critically
analysed, paying attention to its wide-ranging impact on the distinct sectors. It represents the
main difference between E-Commerce and E-Business activities and shows how it has
modified the way the business transactions. According to the analysis, by 2030 E-commerce
is forecasted to be a 15 times greater contributor to India’s GDP and this sector is going to
play a vital role in intensifying competition among the industry players while spurring
consumers’ experience and digitizing the entire economy.
RESEARCH GAP
The given research paper about E-Business in India shows some directions that can be
investigated further. However, the site’s scope is mostly limited to specific regions, and the
methodology employed is exclusively quantitative. And the temporal scope is only focused
on the last plenty of 5 years. It will help in developing and improving the depth and the level
of understanding of E-Business in a multi-faceted manner.

2. Study on E-Commerce and its Impacts on the Market and Retailers in India (Dahiya,
2017)
LITERATURE REVIEW
This is a research paper that focuses on the impact of e-commerce on markets and retailers in
India. We offer the critical concept underlying e-commerce with a detailed analysis of its
transformational influence on various economic factors. We are dealing with a distinct part of
virtual markets, for instance, Flipkart and Amazon. Additionally, we have examined and
categorized various market segments and retailers. We undergo an extensive review, which
focuses on the effect of e-commerce on markets and retailers, and addresses its implications
for retailers. Moreover, our paper will finish with the culture of e-commerce discussed.
RESEARCH GAP
The study which endeavours to see how e-commerce affects Indian markets and retailers
produces some findings. Specifically, it is biased toward the view of offline retailers and also
comes short of explaining emerging e-commerce approaches. Addressing those gaps in
further research would come to us by allowing a better perception of varying patterns in the
retail sector of India.
 3. E-COMMERCE AND ITS EFFECT ON THE RETAIL MARKET IN INDIA (P.R &
Narula, 2020)
LITERATURE REVIEW
E-commerce has not only been used to do online transactions but also to provide a more
convenient and customer-centric shopping experience. It covers the entire product lifecycle,
beginning with a concept and finishing with the promotion and delivery of the product. In the
case of India, E-Commerce has attained immense popularity and has been viewed as an
essential element not only for small businesses but even large businesses. This article tells
how E-Commerce influences the Indian Market. Among the factors considered are Foreign
Direct Investment, Goods and Services Tax and Boutique firms. Finally, it is thus evident that
internet users and a comprehensive legal framework form appear to be the driving forces of
e-commerce development in the Indian context.
RESEARCH GAP
The actual research into the functioning of E-Commerce in India remains considerably
behind what would be necessary to do a complete analysis of the problems faced by
conventional retailers. Hence, all local retailers must be looked at closely to inspect the
strategies they have implemented in very recent times to make up for the introduction of E-
Commerce. Following that, the dissemination of the micro-level intricacies should be the
priority in such investigations to enhance the outlooks of policymakers, entrepreneurs and
academics about the emerging Indian retail scenario.

4. Impact of E-Commerce on Indian Retail Sector – A Study in Andhra Pradesh

(KUMAR VARMA, 2020)

LITERATURE REVIEW
E-commerce, which began to operate in 1994, continues to evolve into different models.
While earlier Indians used to shop from the retail stores in the physical market now the trend
has shifted to online registers like Amazon and Flipkart. In this study, the adoption of e-
commerce by retailers in Indian cities is examined, emphasizing the factors that stimulate the
adoption of this channel and the impact that comes as a result of it. It brings unique
perspectives to the table for retailers, policymakers, as well as researchers who are all-time
participants in the e-commerce industry beyond any doubt.
RESEARCH GAP
The existing studies on the Adoption of E-commerce in India mostly deal with the
transactions that occur among B2C, C2C, and C2B. Nevertheless, B2B encounters have not
yet been reverberated. This report stresses the need to review this deficiency, as there is little
investigation concerning the features affecting E-commerce adoption by retailers and few
facts about how the views of retailers regarding E-commerce and consumption patterns are
associated. We need to bust this research gap to reveal imbalances in factors like the
efficiency of E-commerce adoption by retailers in India and business growth.
 5. IMPACT OF E-COMMERCE ON THE RETAIL INDUSTRY (Bhatia and Kiran,
2019)
LITERATURE REVIEW
The emergence of e-commerce has brought forth world economy integration by providing a
common space for trading and enhancing the productivity of financial flows. The E-
commerce industry in India is estimated to have a US$200 billion market value in 2027,
based on the projections. These are expected to play a critical role in expanding the online
shopper population which is estimated to be approximately 220 million in India by 2025.
Bricks-and-mortar stores, nowadays, are highly challenged by business rivals in the form of
Internet shops and to succeed they should apply digital technologies and implement an
omnichannel retailing approach.
RESEARCH GAP
Although electronic commerce is in growth, there is not enough research yet about the
challenges that physical businesses are going through when they try to innovate and compete.
Another issue is to understand the linkage between e-commerce and current retail models.
Such research gaps will be filled while enabling business entities, policymakers, and
academics to come up with a comprehensive analysis of the always-changing retail industry.

6. IMPACT OF E-COMMERCE ON CONSUMER BUYING BEHAVIOUR: A

REVIEW OF EXISTING LITERATURE (Amoghsiddhi & Aggrawal, 2022)
LITERATURE REVIEW
In this article, we will unveil the technology influence on the international markets, which
especially relates to E-commerce. It takes a microscopic look at consumer behaviour under
the backdrop of a continuously emerging techno world. The study focuses on the trend of
rapidly increasing relevance of E-commerce in the Indian market and how E-commerce
companies can ensure their long-term viability by understanding the shopping behaviour of
their customers. Finally, the last sentence highlights the paths of more research that deals with
E-commerce’s on consumer behaviours and decision-making.
RESEARCH GAP
Although E-commerce is becoming more and more influential, unfortunately, we lack
expansive research on consumer behaviours regarding digital transactions. Though previous
research has given general preferences and challenges on online shopping, the lack of
effective investigations on the emotional and sociological aspects of the role of customer
decision-making is still huge. It is vital to tackle this research gap to formulate targeted
solutions for businesses and policymakers.
 7. E-COMMERCE AND ITS IMPACT ON MARKETS AND RETAILERS(LAKSHMI
& SHAYENA, 2018)
LITERATURE REVIEW
On the business spectrum, e-commerce has innovated as it has moved online buying and
selling to a different level altogether. Tian and Stewart (2007) point to the fact that e-
commerce takes numerous forms; B2B, B2C, C2B, and C2C, all of which are discussed
below. In India, there are two types of markets, traditional and virtual and the two create
opportunities and threats for the local people.
RESEARCH GAP
Yes, although the information is not explicitly declared, the text entirely omits a very
essential issue in looking for research gaps. The process is finding the maintained literature
on issues that are not exhaustive enough, with unanswered questions or underexplored
aspects. So as the research gap needs to be identified, one should review the current
knowledge on a specific topic and identify the areas in focus that can be developed. Having a
specific research idea in mind, however, please do not hesitate to elaborate on the nuances
and I would be more than glad to identify interplays between different components.

8. A STUDY ON THE IMPACT OF E-COMMERCE ON THE MARKET AND

RETAILERS IN INDIA(Thomas,2023)
LITERATURE REVIEW
The Internet has brought about a disruptive transformation to the sphere of trade, with e-
commerce providing its clients with never-before-seen opportunities for convenience and
hassle-free purchasing. The expansion of e-commerce in India can be explained by the fact
that digital literacy has risen and more consumers can afford everything. Three main sectors,
that are e-commerce marketing, retailers and brand image, have achieved positive outcomes
from this growth. Consumer benefits aside, there are several e-commerce structural problems
faced by the industry; however, the general advantages for both business entities and
consumers are the greater motivators.
RESEARCH GAP
The essential point is the inconsistent perception of the issues that can influence the
comparability between consumer trust and security perceptions related to e-commerce.
Several research works have been done on those aspects, but we have to mention that there
have not been any complete considerations about the ever-changing nature of online
consumer trust and technology influence which is yet to be done. A sufficient solution
targeting this gap is highly crucial to enhance the credibility of online shopping platforms.
 9. IMPACT OF INTERNET AND E-COMMERCE ON THE LABOUR
MARKET(Singh, 2008)
LITERATURE REVIEW
Online Shopping Leads to the Creation of New Jobs and the Destruction of Existing Ones. It
builds employment opportunities and promotes labour facilitation yet, it may lead to a loss of
jobs for unskilled labour. Digital commerce manages specific roles, so it boosts the need for
new IT workers, at the same time restructuring the hiring process. Similarly, it also increases
labour productivity and the need for adaptive skills, flexible labour markets and active labour
policies. By demanding new places for organizational changes, the Internet is causing debates
on the role of representative organizations and their operation models. Workers need to
possess an ongoing skill progression and stay adaptable to the benefits of e-commerce
technologies that they will explore.
RESEARCH GAP
The field of e-commerce and its effect on job creation, workers’ skills, and work processes,
has been studied extensively. Yet facing a barrier in the exploration of other areas like regions
and sectors of e-commerce systems. Not enough has been underlined regarding the analysis
of the rules, digital infrastructure, and the influence of the policies on the job market for e-
commerce. Closing this gap will assist policymakers in formulating to meet these challenges.
In longitudinal studies, the dynamic of e-commerce’s effect on jobs can be traced. The
knowledge gaps will be bridged, ultimately supporting policies that match the requirements
of the workforce which is bound to change as new times emerge.

10. A STUDY ON THE IMPACT OF E-COMMERCE ON OFFLINE RETAIL

BUSINESS(T. S. & U,2019)
LITERATURE REVIEW
E-commerce is a simple yet effective method of making payments and transactions online.
The e-commerce market in India was valued at $50 billion by the end of 2018. The
movement is expected to take the lead as the second-largest market in the world by 2034.
Online shopping market makers do not face the hassle of adapting to the evolving landscape
as they win the battle with deep discounts. Different sectors are differently vulnerable to this
dynamic, and more electronic and clothing shop ownership may be impacted. The survey
shows that physical retailers must try a simple online solution and rope in online retail
collaborators to be able to compete further and expand their market base.
RESEARCH GAP
Studies that focus on the consequences of electronic commerce for the development of the
retail industry and the possible tactics of adaptation help to gain the broad prospect of the
factor influence and potential benefit. Nevertheless, more detail will be important for
differentiated similarities in effects and what competencies are the minimum required for e-
commerce successful adoption. Filling the gaps will make it possible for the devisement of a
well-cut service for the sustainable organization of both e-commerce and conventional
retailing.
 IMPACT OF E-COMMERCE IN INDIA ON RETAIL BUSINESS
The emergence of e-commerce in India as one of the most recent developments has been
having tremendous influence on the retail sector. The traditional retailers who used to be the
major players in the market are now getting tough competition from e-commerce businesses.
E-commerce has become a convenient, broad product-based, and flexible option for
consumers; hence this has drawn the attention of the majority of consumers who resultantly
are influenced by the change in consumer behaviour.
In front of e-commerce retailers, the traditional ones have to evolve and transform. These
increase their e-commerce infiltration, enhance their online presence, and offer the same high
in shopping across all channels, both online and offline. Consequently, these stores will be
able to design and implement different marketing strategies to cater to the changing demands
of consumers as well as their expectations for the omnichannel shopping experience.
Nevertheless, based on this fact, traditional retailers need to study the pros and cons of this
situation. To illustrate, the advantage of e-commerce is that it can provide convenience and a
variety of goods while the disadvantage is that it cannot beat the more tactile experience and
personalized service which most traditional retailers can give. Utilization of their unique
advantages can position traditional retailers as much stronger in the retail environment that is
changing rapidly. Being physically present, personal service to dedicated staff and, of course,
being in physical touch can be among the distinctive to traditional retailers.
In summary, the influence of e-commerce should not be ignored in the business of the retail
industry in India and ultimately the successful players are those who will be able to adapt to
the changes. When they integrate e-commerce, reinforce their online presence, and maintain a
smooth customer encounter they will be able to meet consumers' demands and fashion
requirements and to win success in the ever-changing retail world.

Impact of E-commerce Retail Business in Cuttack

E-commerce greatly influenced Cuttack’s traditional commerce by fostering online

purchasing habits among the locals and bringing in change in consumer preferences towards
digital platforms. The research conducted on consumers' buying behaviour towards online
shopping in Cuttack City has confirmed the emergence of internet shopping among many
individuals leading to impacts on traditional retailers.
Besides, the booming of digital media and e-commerce has re-contoured the Indian retail
market making it possible for retailers to have a wide range of customers, advertise their
products, as well as to know the data and preferences of their customers. This has resulted in
individualization of services so that clients become happier.
The rise of the e-commerce merchants has not only strengthened pressure on the retailers of
Cuttack, it also delivered them a new chance in the form of new online Innovation. On one
hand, the appearance of e-commerce rivals could result in more significant competition and
force traditional businesses out of the market unless they adopt and adapt their services to
online platforms.
On the other hand, it has opened new channels for businesses to draw more clients and
expand their market. Moreover, e-commerce has been a factor causing the change in the
shopping behaviour of people in Cuttack and beyond whose shopping preferences have now
moved from offline mode to online e-commerce. As a result, digital platforms have become a
necessary attribute for a business to communicate well with its customers.
Hence, e-commerce has ostensibly affected the retail business of Cuttack through digitizing
shopping lifestyles, tendering customers to choose online shopping options and facilitating
logistics and delivery network systems.

What is the primary nature of your retail business?

BUSINESS TYPE Clothing

5 Electronics
13
5 Groceries
Bookshop
Cosmetics
12 5 Houseware Store
3 2
4 Gift Shop
1 Medical shop
Patanjali store

Based on the survey results, it’s evident that the primary nature of the retail business in
Cuttack is varied, with clothing, electronics, and groceries being the most prominent
categories. Out of 50, we have surveyed clothing shops with 12 respondents, Electronics
Stores with 5 respondents, Groceries with 13 respondents, Bookshops with 5 respondents,
Cosmetics Stores with 5 respondents, houseware shops with 4, Gift Shops with 2
respondents, medical shop with 3 and Patanjali Shop with 1 respondent.

The Monthly Family Income of the Retailer (in Indian Rupees)

MONTHLY INCOME OF THE RETAILER

Less than Rs10,000
11
4 6 Rs10,001–Rs20,000
17
Rs20,001–Rs30,000
6 Rs30,001–Rs40,000
15 Rs40,001–
Rs50,000
Greater than
Rs50,000

The survey conducted among 50 retailers in Cuttack across various shops revealed a diverse
distribution of monthly income. Among the respondents, a single retailer reported earning
less than Rs10,000 monthly. The largest group, consisting of 17 respondents, reported an
income ranging between Rs10,001 and Rs20,000. Following closely, 15 respondents fell
within the income bracket of Rs20,001 to Rs30,000. Six respondents reported earning
between Rs30,001 and Rs40,000 monthly, while four respondents indicated an income
between Rs40,001 and Rs50,000. Six respondents reported incomes exceeding Rs50,000,
signifying a notable segment of retailers earning relatively higher incomes. However, one
respondent did not disclose their income. This data illustrates the varying economic
circumstances among retailers in Cuttack, reflecting the diversity and complexity of the retail
landscape in the city.

Have you noticed a change in customer footfall since the rise of e-commerce?

CUSTOMER FOOTFALL

NO
11

YES
39

Yes No

The surveys carried out among the traders in Cuttack confirm the widespread perception of
the respondents towards the falling number of customers after the arrival of e-commerce.
Approximately 39 surveyed figures noted a change in the shopper influx which is a strong
indicator that e-commerce retail has naturally changed the dynamics of stores in the market.
This massive reaction shows the incredible impact, online shopping platforms had on their
client’s behaviour. People prefer easy and flexible access to their brands.
On the contrary, however, the corresponding survey revealed that 11 respondents did not
notice any particular fluctuation in the number of buyers, suggesting that some areas of retail
may be in a position of being impervious to the influence of e-commerce.
Have customer expectations regarding product variety, price, or service changed with
the advent of e-commerce?

CUSTOMER'S EXPECTATIONS
REGARDING THE PRODUCT
Yes , 46

No , 4

Yes No

The survey reveals an overwhelming general opinion of participants about transformed buyer
behaviour as a result of e-commerce introduction. 46 participants, who represent the majority
of the respondents, revealed that customer expectation in terms of product variety, price, or
the quality of services has indeed risen since the emergence of online shopping platforms.
This massive response reflects the disruptive influence that e-commerce has on shaping
consumers’ likes and ways of behaviour. Because they can buy just about everything by
pressing a key on a computer, shoppers now expect not only a bigger supply of products from
traditional retailers but also lower prices. Furthermore, the merits of shopping online, in terms
of speed and convenience, have raised the bar for the physical shopping experience and have
made retailers revamp their services by exceeding customer expectations and providing
personalized services that meet the demands of the changing consumers.
While 4 respondents did not encounter any noteworthy alterations in consumer demand; more
than, others assert that e-commerce has thrown people into a brand-new environment where
not only the competitors but also the very procedures of doing business have changed.
Do you receive feedback or complaints comparing your store with online shopping
experiences from customers?

CUSTOMER'S COMPLAINT/FEEDBACK

Yes
47

No
3

· Yes · No
Survey results highlight several common drawbacks among customers when it comes to their
in-store interactions compared to online shopping. An amazing 47 of those surveyed had
encountered these words from a customer. Therefore, this statement points to consumers'
expectations and opinions of traditional shops being changed by the e-commerce
environment. When customers have access to the comfort, vast selection, and sometimes the
low prices of online shopping platforms, they tend to do side-by-side comparisons of online
and in-store shopping experiences.
On the other hand, whereas 3 respondents mentioned not getting this kind of feedback or
complaints, the majority of feedback points to the fact that the retailers need to take the
necessary steps to deal with and adapt to the changing customer preferences if they have to
remain competitive in the modern retail scene.

Have you observed a decrease in in-store sales since the rise of e-commerce?

DECREASE IN STORE SALES

39

11

· Yes · No

A significant 39% of the respondents admitted that they have witnessed a drop in business
revenue as e-commerce sales have increased. However, this result just shows how important
the interaction of Internet shopping sites has become to consumer behaviour and buying
habits. The growth of e-commerce has contributed to increasing online purchasing by
customers, who are attracted by the convenience, accessibility, and often also the low prices
offered by e-commerce platforms, which results in decreased crowds and sales volumes at
brick-and-mortar stores.
Out of the 11 respondents, who did not experience a decrease in sales in the store, the evident
pattern indicates that retailers need to revise their tactics and features to better address the
needs of the market, which gradually becomes digital, as well as to utilize the unique benefits
that are offered by the physical retail environments.
Has your business’s revenue been affected by the growth of e-commerce?

BUSINESS'S REVENUE BEEN AFFECTED

No
11

Yes
39

· Yes · No
A decisive majority of 39 respondents noted that their business has faced a drop in overall
revenue as the e-commerce industry has continued to grow. This highlights the fact that the
digital shift in the shopping field has physically changed the landscape of the old-fashioned
retail world. For consumers, online shopping is enticing because of easy access, wide
selection, and competitive rates. As online shopping grows in popularity, the cash flow from
traditional stores will be diverted towards e-commerce.
On the contrary, 11 interviewees point out no changes in their business income which may be
because particular sectors or types of businesses are less subject to the changes caused by e-
commerce or that they have managed to implement certain strategies to circumvent them.
Taking into account, these findings demonstrates that retailers necessary to have thorough
evaluation and the right decisions in playing against this new challenge to maintain and
advance their business for the long term.

Are you aware of any government schemes or programs designed to support retail
businesses?

AWARENESS OF ANY GOVERNMENT

SCHEMES YES
11

NO
39

The survey among Cuttack shops observation revealed that most of the respondents didn't
even know about the government schemes or programs that are aimed at helping retail
businesses. According to 39 people who responded to the survey, there are no such schemes
or programs that they know of. Such implication calls for a weak linkage in the process of
information delivery to retailers by the government authorities in charge of presenting
available assistance initiatives for the retail sector. If retailers lack the foresight, they may be
deprived of tools to access resources, funds, or help in dealing with various problems or
exploiting growth margins.
However, contrary to that, it was observed that 11 respondents have mentioned government
programs or schemes which revealed that some efforts were being made to cater for the
necessities of some retailers. Though it is imperative that promotional methods such as the
one are removed, there was a need to develop stronger and more effective dissemination of
the information which would enable every single player in the market to secure his/her efforts
of being competitive.
Finally, it should be noted that the cultivation of such an awareness gap is a significant
element in the creation of more informative and supportive grounds for retail businesses and
eventually, consolidation of their long-term stability and efficiency.
 GOVERNMENT SCHEMES AVAILABLE FOR THE BETTERMENT OF RETAIL
BUSINESS

MUDRA Yojana is one of the pioneering schemes of our government which was founded in
2015 and intends to provide aid and relief to micro and small enterprises (MSEs) in India.
The form is about supporting new market players and small businesses by allowing them to
apply for a low-cost loan.
The MUDRA scheme intends to cater to the financing needs of eligible entrepreneurs by way
of availing of loans through different financial institutions like banks, non-banking finance
companies (NBFCs) and microfinance institutions (MFIs). An equally important advantage is
that it needs no collateral at all to be used by small business owners who are not creditworthy.
The rates of interest may differ from one of the transfer institutions to another.
People planning to apply for a loan under PMMY can do it by visiting any of the lending or
partner financial institutions and handing in the required papers like identity proof, residential
certificate, business plan, as well as other necessary details about the business. The loan
approval process that is in place is focused on being easy to follow and fast, which is geared
towards catering for small businesses.
MUDRA Yojana is indeed the vehicle that is designed for small-scale business owners to
overcome a lack of financial support and expand their businesses in a hassle-free way. Under
this category, these loans are classified into three groups, Shishu, Kishore, and Tarun based
on stages of the business and amount of loans.
1. Shishu: This category is intended for loans up to Rs $50,000 and is aimed to join and spark
new and early visionary startups. It offers a seed fund to entrepreneurs in the process of
establishing their businesses.
2. Kishore: This is the class of loans between the amounts ranging from Rs.50,000 and Rs. 5
lakhs for companies that have already got a space on the market and should get extra money
to develop their production and grow.
3. Tarun: This segment deals with lending from Rs.5 lakhs and Rs. 10 lakhs for well-
established companies that need high capital amounts for developing, expanding, or bringing
in new technology.
In summary, Pradhan Mantri Mudra Yojana (PMMY) is one of the effective strategies that the
Indian government gives to small business owners to support their financial needs and
promote rapid economic development in India.

In the state of Odisha

The government of Odisha launched a policy – MSME (Micro, Small, and Medium
Enterprises) Development Policy to increase the growth and development of MSMEs in the
State. First of all, the Policy is designed to create a proper environment for MSMEs and their
contribution to the state economy will be supported.
The purpose of this policy is to attract the interest of investors in the country with some
incentives and shares and also support the creation of new MSMEs through subsidies and
other benefits. This policy focuses on the growth-oriented perspective among MSMEs being
made possible by creating an environment where entrepreneurship is supported by several
skills development programs for MSME professionals, counselling, capacity-building
initiatives, and entrepreneurship training. Furthermore, it participates in SME financing
together with banks by using credit guarantee systems and involving technology in financial
services.
The policy focuses on the contribution of creativity and inventiveness to the MSMEs success.
It states its proposals on the setup of commercialization incubators and R&D units along with
the strategic cooperation with academia for innovation-driven firms. The policy also offers an
avenue for small and medium-sized businesses to strengthen their competitive environment,
not only locally but internationally, through participation in trade fairs as well as other
marketing activities such as exhibitions and events. Also, this policy deals with MSMEs in
market intelligence, branding, and export promotion affirmation.
Thus, Odisha’s MSME Development Policy provides a framework for the growth and
development of MSMEs in the state, aiming to create a vibrant ecosystem that supports the
entrepreneurial spirit and contributes to employment generation and overall economic
development. Please note that any recent updates or changes to the policy may not be
reflected in my response as my knowledge is not up-to-date.

Have you utilised any government support schemes or resources for your retail
business?

UTILIZED ANY GOVERNMENT

SUPPORT SCHEMES
47
· Yes

3 · No

· Not Applicable

Of the 50 retailers surveyed, only 3 had been using them or making use of any such resources
while the remaining majority, 47 out of 50, stated that they have not. Such findings imply a
possibility of a gap between the presence of governmental support and the awareness of the
retailers of those resources available in the region.
Additionally, the nonexistence of “Not Applicable” responses implies that there are existing
small business support schemes from the local government, however, they have not been
utilized by the surveyed retailers. The inequity in the utilization of the support can be tackled
by increasing outreach and education, simplifying the application processes and personalizing
the initiatives to the unique problems of the local retail community. The increase in the intake
of government support can significantly help policymakers in the provision of stimulating
growth and sustaining the development of these enterprises. This, in turn, could enhance
economic development and create job opportunities in the community.

Did you encounter any challenges in accessing the government support programs?

ENCOUNTER ANY CHALLENGES IN

ACCESSING
NO
5

NOT APPLICABLE
YES 40
1

The results collected via a 50 retailers survey in the town of Cuttack show that the
respondents encounter this low rate of stumbling to benefits from the government scheme. Of
50 retails assessed, only 1 encountered a challenge in gaining these programs' access, as 5
more didn't have difficulty tackling such issues. Almost half (44%), however, responded to
the question that they do not access government support programs for various reasons even
though they do not apply to them. This may imply unawareness about the availability of the
programs, or a sense of not needing to utilize such government support programs led to this.

Do you believe that some outside support is required for traditional businesses like
yours to thrive alongside e-commerce?

REQUIRE SUPPORT FROM OUTSIDE

YES
40

NO
10

A focal survey undertaken by 50 retailers in Cuttack emphasizes the opinion of the

respondents who strongly feel the need for outside aid to traditional shops to stay cooperative
with e-commerce Majority of 40 interviewees expressed a sentiment that situated business,
like yours, needs outside help hands to win over the competition from e-commerce. This
research highlights the fact that retailers are increasingly becoming more aware of the
challenges that emerge from the inception and growth of online shopping platforms, and as a
result, move proactively to address these challenges to preserve and if possible, enhance their
traditional business. These could entail collateral resources, money, and capacity building
with the end goal of the traditional physical shops to be able to compete fairly with the digital
marketing environment.
Besides, 10 of the respondents asserted that external support is not mandatory and they did
not see the significance of external assistance in defeating the problem of e-commerce as they
have more knowledge about it. There was a tendency towards the divergence of opinions
among retailers towards the role of external support in e-commerce. Nonetheless, what stands
out is that there is wide recognition of a factor involved in making an e-commerce-competing
traditional business to survive any trade-off. This demands that stakeholders take this up and
deal with that necessity to create room for businesses to play and prosper in their localities.

Are you aware of any outside support for your business?

AWARE OF ANY OUTSIDE

SUPPORT
· Yes
2 · No

48

Among 50 retailers surveyed, only 2 of them were aware that there was any outside support.
And the greatest number of them, 48, said that they didn’t know what reference to the
accessibility to any outside help to them. This result draws an expected conclusion of a lack
of links to other businesses in the area or inadequacy in provision of the support services.
There can be a loss of an opportunity for the retailers without adequate awareness to access
any funding, training, or other form of resource that can be necessary in navigating the
challenges and competition in the marketplace.
Do you get any outside support for your business?

GET ANY OUTSIDE SUPPORT FOR

THE BUSINESS
NO
49

NOT APPLICABLE
1

A survey of 50 retailers in Cuttack gave a significant fact that the enterprises that ran
respondents’ businesses had not received support from outside. Among the 50 stores included
in the survey, all the respondents declared that they do not receive any kind of external
support, whilst 49 of the polled respondents noted that they are not assisted in any way.
Moreover, another respondent said the question was irrelevant to him which means either he
didn’t see the need for it or he didn’t have access to outside assistance for his business.
Such finding indicates, possibly, the absence of given resources, which may be required by
traditional businesses but are not available to them. The absence of reported outside support
shows the difficulty faced by retailers in availing of the needed resources to stay afloat in this
intense competition environment. This has been made worse by the ascendance of e-
commerce.