Purpose – The purpose of this paper is to better understand the experiences of women who were engaged in a competitive retail shopping event. Design/methodology/approach – This study employed the discovery‐oriented grounded theory approach, in order to interpret field data from...

Purpose: The purpose of this research is to explore the experiences of women who participated in a competitive retail shopping event. Design/methodology/approach: The grounded theory approach was used. Findings: Interpretations of the data suggest that female consumers use competitive shopping...