The Path to Purchase during Shopping

Abstract

Shopping behaviour is being seen from the holistic perspective of the entire shopping experience. The decision making process and value perceptions could vary depending on individual shopping orientations, the cultural orientations as well as the economic and competitive environment in which the consumer shops. This study will attempt to understand the impact of major factors on the purchase behaviour of shoppers by examining purchase paths across different product categories signifying different shopping orientations; across culturally distinct regions; and across different stages of retail evolution.