KIRANA 4.0: Measuring the Impact of Phygital Transformation of Small Retailers on BOP Consumer Behaviour

Purpose: The study aims to examine the phygital innovation of the traditional kirana stores in India and how this affects Base of the Pyramid (BOP) consumer behaviour. Based on the Technology-Organization-Environment (TOE) model and Consumer Value Theory, the study looks at the role played by digitally-enabled kiranas in the formation of hybrid value propositions that determine the shopping experience, trust, satisfaction, and behavioural intentions of BOP consumers. Design/methodology/approach: A cross-sectional study was done with 512 BOP consumers in six Indian states who frequently visit phygital enabled kirana stores. Structured questionnaires were used to gather data and tested by means of the Partial Least Squares Structural Equation Modeling (PLS-SEM) to test their study conceptual model with nine hypotheses. Findings: The findings suggest that Kirana Digital Capability (b=0.378, p