Marketing 5.0 adoption in nanostores of developing economies: evidence from Honduras

Abstract

Nanostores constitute one of the most prevalent traditional retail formats in emerging economies, serving not only as commercial units but also as key social and economic actors within local communities. Despite their relevance, empirical evidence on how consumers perceive the products and services offered by nanostores remains limited. This lack of consumer-focused research constrains the understanding of the factors that sustain consumer loyalty and competitiveness in informal retail environments increasingly challenged by modern retail formats. To address this gap, this study examines the determinants of consumer perception toward nanostores in Honduras. A quantitative, descriptive, and cross-sectional research design was employed. Data were collected through structured surveys administered to a probabilistic sample of 468 nanostores. The analysis focused on five key dimensions. Descriptive statistics, Spearman correlation analysis, and simple linear regression were applied to evaluate the relationships between these dimensions and overall consumer perception. The results shows that consumer perception of nanostores is moderate and primarily driven by adaptability and perceived product quality, followed by the availability of services. In contrast, diversification of the offer and innovation exhibit a weaker influence on perception. This, indicate that consumer evaluations are shaped more by relational and contextual factors than by technological adoption or operational innovation. The study contributes by highlighting the central role of relational dynamics in consumer perception within informal and traditional retail formats. The results underscore the need for gradual service diversification, basic digitalization, and managerial strengthening to enhance competitiveness without eroding the relational foundations