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.