Abstract

We have entered the 21st century at a time when the demography of our small town and rural population is changing significantly to drive organized retail growth. Thus, 85 per cent of the retail boom which was focused only in the metros has started to infiltrate towards smaller cities and towns. These smaller cities and towns where organized retail is still in its early stages are classified as emerging Indian markets (Ali et al., 2010). Literature indicates that store choice has been widely studied across the world. Interestingly Sinha et al. (2002) identified that it would be interesting to study the influence of purchase characteristics of shoppers on store choice. Even after 10 years, research publications related to this area are very little. Recently Ali et al. (2010) indicated that emerging markets especially where organized retail is still in its early stages are less researched. Hence in this research paper we have studied the influence of purchase characteristics on store choice in Kadapa where organized retail is still in its early stages.

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