Observations on Observation in India's Dynamic Urban Markets

Nikhilesh Dholakia, Piyush Kumar Sinha

Abstract


Urban India is witnessing a rapid revolution in its commercial retail spaces. These transforming commercial landscapes constitute a rich arena for qualitative research using, among others, observational methods. In this paper, we present observations about the changing urban retail scene of India. We provide emergent themes that we have already found in observations so far, and also reflect on the challenges of carrying out such observations in the Indian context.
URN: urn:nbn:de:0114-fqs0501131

Keywords


observation; retailing; India; shopping; consumer behavior

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Copyright (c) 2005 Nikhilesh Dholakia, Piyush Kumar Sinha

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