Retailing and consumer patronage behavior constitute fascinating research areas within the field of marketing. Retailing contributes to an increasing proportion of gross national products and employment but is, however, also faced with problems and opportunities like increased product complexity, rapidly changing consumer expectations, and the introduction of new technologies. Also, consumers are facing markets of increasingly complexity when making decisions on how to conduct their behavior, primarily as a result of new technologies, shorter products life cycles in general, and higher...

Retailing and consumer patronage behavior constitute fascinating research areas within the field of marketing. Retailing contributes to an increasing proportion of gross national products and employment but is, however, also faced with problems and opportunities like increased product complexity, rapidly changing consumer expectations, and the introduction of new technologies. Also, consumers are facing markets of increasingly complexity when making decisions on how to conduct their behavior, primarily as a result of new technologies, shorter products life cycles in general, and higher...