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Abstract
In many developing and under developing countries, buyer–seller exchange among the poor occurs mainly in unique, socially securely environments that are essentially for informal markets. This article depicts the findings of an in-depth, study of an informal-economy subsistence marketplace of north India. By conducting interviews with consumers and owners of small enterprises we found latest insights into the subsistence consumer decision process and its individual, social, and situational influences for food and consumer packaged goods categories.Subsistence marketplaces is related to consumer and entrepreneur communities living at a range of low-income levels, and are concentrated in developing countries and regions such as Brazil, India, China, Vietnam, and Sub-Saharan Africa. Moreover, umpteen of individuals in developed countries also live in subsistence markets. This paper draw research on low-literate, poor buyers and sellers in subsistence marketplaces, the consequent development of an innovative marketplace literacy educational program that enables consumer and entrepreneurial literacy, and implications of the research and the educational program for business, education, and a variety of disciplines and functions.