Though exact figures are not available about purchases at retail shops or departmental stores, it is estimated that in USA 90 percent of purchases are in stores. In India also the purchases from shops may be almost same percentage or little lower because in India home purchases are more. The retail shops may be traditional shops in the colony or in the market or there can be departmental stores. In Europe, USA, Japan, Australia, etc in last few decades the importance of departmental stores in total sales is quite substantial. In India also in metropolitan cities and in big towns gradually the role of such stores is increasing specially after globalization, which are visited by upper income group people or youngsters.
The motivation for shopping in markets and superstores is not just purchases. Many ladies visit the market for removal of boredom, passing time, recreation and sometimes even for window shopping for increasing the knowledge about various products and utilize it later on for actual purchases. It is said that “shopping has almost become a way of life itself for some”. This type of habit is declining in USA and Europe because more and more ladies take to a job. But in India ladies of big families who have little work at home, have a car at their disposal and shop only for pleasure. Along with shopping they go to some eating-house specially ‘chat’ shop. There are many reasons for frequent shopping such as loneliness, dispelling boredom or hunt shopping to buy something which may be available cheap I.e. bargain purchases. But there is also a group of consumers who feel boredom to go to a shop and prefer home shopping; such consumers are generally non-responsive to marketing efforts and visit the market only when they are forced to do so but their percentage in population is around 10 percent of the total.
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