... is to focus on customer dependence on the retailer, a rare phenomenon which is evident in rural areas of India even today. Design/methodology/approach The paper is based on an empirical study of a buyer‐seller relationship between a farmer and a chemical fertilizer retailer, which is a common...

... This empirical research study presents cross‐cultural comparisons of life‐styles, value orientations of consumers in the purchase of a variety of goods and services in the similar environments of North America, namely rural areas of the USA and Canada. Prevailing consumer life‐styles and the resultant...