“…Several authors have manifested the need to do more research in emerging markets (Cavusgil, Deligonul, and Yaprak, 2005;Rialp and Rialp, 2006); however, most of the studies of convenience stores have been held in developed markets such as the U.S. (Berry, Seiders, and Grewal, 2002), Europe (Welsh et al, 2003), and Japan (Rapp and Islam, 2006). Following this call for more research, this study will draw from the work of Seiders, Berry, and Gresham (2000) as a theoretical base and starting point for exploring consumer-attribute saliency for convenience stores in a different country context.…”