The Path to Purchase during Shopping

Piyush Kumar Sinha and Krishnaswamy Gopi

No WP2009-11-05, IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

Abstract: Increasingly shopping behaviour is being seen from the holistic perspective of the entire shopping experience. The experiential view of shopping takes a far more holistic approach to the consumption process, right from involvement to post purchase usage. 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 (Woodruffe, Eccles and Elliott, 2002). This study will attempt to understand the impact of the 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.

Date: 2009-11-15
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