The growing population and rising incomes of emerging markets have captured the attention of marketers, including marketers of durable goods who have introduced a wide variety of models and features in rapid succession. In this paper, using data from Indian households, we determine the...

India’s retailing sector is expected to remain in a transition spiral for the foreseeable future. Because of India’s unique context – in terms of history, regulation, institutions, demographics, geography, and traditions – there is limited applicability of the available theories of...