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Abstract
The present studyhas been undertaken to analyze the shopping behavior exhibited by Indian women when they go for retail therapy i.e. mood-alleviative shopping. Based on a field survey of 413 self-identified women therapy shoppers, different shopping behaviour elements including product preferences, retail format choice, choice for mode of payment, time and money spend and the comparative role of different elements in a shopping process in mood-alleviation, have been analyzed.The findings have been compared with those of the previous studies undertaken in western countries.Some major differences from previous research have been observed, suggesting important implications for retailers and marketers.