I like the experience in general, but then I feel if they spend less on such details and decorations in their own store they could actually save more; why can't they put this money into lowering their regular price levels Sometimes I feel cheated.
             -A customer at an 'xclusive store'
             No clear cut demarcation shows that customers have started preferring Multibrands to Exclusive outlets. In the next decade or so, the situation might seem a bit more clear.
             The environment is dynamic, and so is the retailing situation. The memories of early 1990's remain very hazy on the retailing situation that existed then. Exclusive outlets were unheard of, (if not unheard; they weren't the most talked thing). Times changed and so did retailing. Sudden emergence of global players brought about a change in the retailing pattern.
             Now, one had myriad choices, not of stores but of brands. This meant that one stopped choosing the store and started choosing the brand. This implied that if one wanted to purchase Reebok, he was going to the Reebok store and purchasing them. Where naturally, if he entered his choice of brand was minimum but the variety of shoes in that particular brand increased.
             "Last month I went to buy television. I did not know which one to buy. So I decided to go by what everyone was buying. My choice became LG. I went to "LG shoppe", (their exclusive outlet) and purchased one for 22.000. Next week I went to this local market and came across a shop "Paul Radios" where the same TV was priced at 21000. I asked why, and was told by the shop- keeper that he needs to promote this TV. Stiff Competition you see. I FELT CHEATED"
             Nothing uncommon these days. These quotations the first one and the above mentioned show the consumer behavior. But again basing the whole answer on random quotes would be insignificant.
             This brings to a very relevant question, would the retaili...