Shopping styles of female consumers in a developing country

Abstract

The last two decades have witnessed many new trends emerging in world retailing, among which globalization and concentration are the most obvious ones. Intensified globalization of the retailing industry brought about the emergence of retail multinationals in various countries (Alexander et al., 2011; Kaynak et al., 2014). Another important trend in this context is that early internationalization activities of retail multinationals largely focused on developed countries. However, recently this pattern has changed whereby international retailers have turned their attention to developing and emerging markets of Asia, Latin America, Central and Eastern Europe (Robles et al., 2014; Mukherjee et al., 2014)