The proposed study aims to identify and analyse the path to purchase for shoppers. 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...

Point of Purchase (PoP) is the place where a customer is about to buy the product. This is the crucial point where the exchange takes place. It offers us a last chance to remind or attract customers. In spite of a considerable expenditure on point of purchase material by companies, there is a...

Retail Store choice has traditionally been studied from the perspective of an individual. The retail offering is however consumed more by the family than by an individual. This study questions the study of store choice by an individual and argues that the family is the relevant unit of analysis....