Store Patronage Behaviour in Emerging Markets

Emerging Markets are rapidly growing countries like India and China characterised by austere market heterogeneity, resources scarcity, unbranded competition and scant infrastructure. These markets are culturally, structurally and economically different from Developed Markets. However, recent past has seen phenomenal change 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, efforts to focus on Store Patronage Behaviour in Emerging Markets.