Factors Influencing Brand Trust in Local Kirana Stores: Evidence from Gumla, a Tribal District of Jharkhand, India

Abstract

Background: Rural and tribal communities like those in Gumla, Jharkhand rely heavily on kirana stores for daily needs, social interaction, credit access, and local information, making them central to community life. In such settings, brand trust is driven more by personal relationships, reliability, and a sense of belonging than by advertisements or pricing strategies. Aims: This study aims to identify the key factors that influence brand trust among consumers towards local kirana stores in the tribal district of Gumla, Jharkhand and to examine how relational and community-based elements shape consumer loyalty in a region where organized retail and e-commerce have limited penetration. Of the 39 respondents,34 cited personal relationships as the primary driver of trust. Study Design: This study employs an exploratory qualitative research design that relies on field-based observations and informal conversations rather than on structured surveys or quantitative scales. Place and Duration of Study: This study was conducted between July 2025 and March 2026 across various villages and market areas within the Gumla district of the state of Jharkhand, India. Methodology: Data was collected by visiting 12 grocery stores in rural and semi-urban Gumla. Informal conversations were held with 28 customers and 11 shopkeepers, while also observing everyday interactions, lending practices and community relationships. No structured questionnaire was employed, as such instruments often hinder natural conversation. Instead, notes were recorded following each visit. Manual thematic analysis was performed on the field notes. Results: Trust was shaped by four main factors: (1) Personal Relationships & Familiarity, (2) Product Quality & Consistency, (3) Fair Pricing & Transparency, (4) Community Embeddedness & Social Reputation. Of these, relationships held the greatest significance. Many customers simply stated, "The shopkeeper knows us and our family," and for them, this reason alone was sufficient to return to the shop. In comparison to urban studies, while price and variety were certainly present here, their importance was clearly secondary. Conclusion: In tribal rural Jharkhand, brand trust in kirana stores is built primarily on human and social connections rather than modern marketing tools. This study suggests that any future e-commerce or organized retail expansion in such areas must partner with existing trust networks instead of competing against them.