156 страниц. 2012 год. LAP Lambert Academic Publishing The study focuses on interwoven variables that impact store choice,loyalty and patronage.The study is important from the point of view of growing indian economy and opening up of indian retail sector. As india embarks on the journey of consumerism after opening up of the economy, the very onus of augmenting the consumption lies on retailers. Retailers in india will have to locate various changes in indian buying behaviour and thereby, device strategies to attract , entice and make them buy more , more times. Indian retailers will have to find variables that impact utilitarian , social & hedonistic buying and will have have to locate involvement levels in each purchase. From just knowing what of retail buying, retailers will have to move to how, when , where, and who of the indian retail buying and consumption.