The increasing range of products available for the modern consumer has greatly changed the way purchasing decisions are made in the contemporary era. Additionally, abundant information over the internet has helped the modern consumer wield the weapon of superior knowledge about a product and its alternatives.

Emerging markets refer to those markets that exhibit the ability to become a key player in the global market setup. Emerging markets are characterized by some key indicators such as economic growth, high per capita income, corruption rates, accessibility by foreign investors and many other such indicators.