Store Choice Behaviour

Emerging markets are rapidly growing markets which are culturally structurally and economically different from developed markets and characterised by austere market heterogeneity resources scarcity unbranded competition and scant infrastructure. However the recent past has seen a phenomenal change in market structures in emerging markets. Retailing industry in these countries has also witnessed substantial growth and developments. The shopping behaviour of consumers thus has become unpredictable in the changing environments. This book therefore endeavours to shed light on store choice behaviour of shoppers in emerging markets.