Drawing on the Big Middle theory of retail evolution, an analysis of primary survey data on Thai shopping behavior seeks to understand the relative satisfaction of consumers with wet markets and supermarkets, identifying the factors that affect frequency of visit to, and purchase behavior...

An analysis of primary survey data on Thai shopping behavior seeks to understand therelative satisfaction of consumers with wet markets and supermarkets and identify the factorsthat affect frequency of visit to, and purchase behavior within, these retail outlets. This is usedas a basis for...