Global consumer goods and services industry is flourishing, enchanting and competitive. Rising consumerism, and government subsidies are for increase in participation of new companies in the consumer goods and services market. Today, consumer behavior and preferences changes with the influence of number of external factors. Rising disposable income, entry of multinational consumer goods companies, rising global travel, and shopping malls are some key factors that have influenced consumer buying pattern in emerging economies.

Product quality, price difference, distribution channels, and word of mouth marketing leads to retail competition between companies in the consumer goods and services industry. Also, companies in the consumer goods and services industry need to interpret cultural mindsets and customer purchasing behavior regionally to be successful in retail markets