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Store choice in an evolving market
(2004-10-26)
The objective of this study is to identify, at a macro level, the drivers of store choice in various product categories, in the context of the evolving retail industry in India. The paper attempts to correlate the distinct ...
Deciding where to buy: store choice behaviour of Indian shoppers
(2002-10-19)
Store choice is a decision that a shopper is fairly
involved in. It is important for a store to
understand this behaviour for developing marketing
strategies to attract and keep its clientele. It is found
that shoppers ...