purchase their aspirational Global brands. India being one of the fast-developing countries with world's second largest … retailers in India into a quandary and they think that this is surely leading to cannibalization and thereto impacting the store … experiment by introducing a reputed Global apparel brand abreast an existing Indian store apparel brand/private label to …

format for purchase. This study further seeks to determine whether shoppers do change their choice of brand in the pre … to determine whether shoppers change their brand choice in the in-store stage, and what are the factors that influence …