Journal of the Academy of Marketing Science

, Volume 1, Issue 2, pp 180–188 | Cite as

Rx small retailer survival: Community demand analysis

  • Louis H. Vorzimer


The sole proprietorship form of retailing organization comprises 60% of all retailers. Their average annual sales amounts to $31,600 while their average annual profit (including provision for salary) is $2,700. This group constitutes the poverty segment of the business community. Most in government and business consider the plight of the small retailer to be unsolvable. This article suggests a plan which could represent a major advance to improve the small retailers economic position. Means are presently available to determine community requirements for goods and services. The author contends that community demand analysis is a major key to the problem. The article outlines what is needed and how the plan could be implemented.


Small Business Census Tract Central Business District Annual Sale Shopping Behavior 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Academy of Marketing Science 1973

Authors and Affiliations

  • Louis H. Vorzimer
    • 1
  1. 1.C. W. Post CenterLong Island UniversityLong IslandUSA

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