From Microhistory to Macromarketing: Tracing the Rural Costa Rican Pulpería

Abstract

As developing countries modernize, small, traditional retailers may be undermined. Yet much can be learned by revisiting them. This study examines how Costa Rican country grocers, pulperías, evolved between 1950 and 2010. It applies a microhistorical approach comprising 60 former client, owner, and supplier interviews. Findings reveal how pulpería features, products, and functions transformed; the broad socio-economic forces driving their evolution; and shops’ limitations in facing said forces. Pulperías, while inefficient, added value to their communities. However, modern lifestyles and technologies led shops to change, even close. The lost social, cultural, and leisure aspects affected community cohesion and quality-of-life. Development efforts must therefore go beyond the economic. Instead of seeking output and efficiency, they should pursue widespread social improvement, foresee potential consequences, and include safeguards to mitigate markets’ socially-destructive nature. Findings are especially relevant to Global South contexts. Contemplating them should improve future marketing and public-policy efforts.