Outreach of Consumers and the Modernization of Urban Food Retailing in Developing Countries

high political and social visibility and from the belief that the food retailing system can play an important role in the economic development of the developing countries. Change agents and students of these marketing systems place special emphasis on the lowincome consumer group. This segment constitutes the large majority of the consumer population in most developing countries, whereas the more well-to-do consumers usually constitute only a relatively small minority.2 One of the major aspects of the food retailing development strategy offered by students of these marketing systems is the recommendation that large, modern, low-priced food stores (supermarkets) be introduced in the urban lowincome areas. A typical approach is the following: A suggested strategy is to begin by fostering the establishment of a few large volume, low margin supermarkets capable of rediucing retail prices on staple goods through more efficient procurement and handling