“…Sexton, 1974;Thompson, 1967;Prasad, 1972;Reynolds and Darden, 1972;Darden and Perreault, 1976;Jackson et al, 1985;Robert and Wortzel, 1979); in addition, a few studies included conventional retail stores. Recent studies include other types of outlets such as traditional wet markets that are typical retail arrangements in Asian countries, in addition to supermarket chains and conventional retail stores (Zain and Rejab, 1989;Goldman et al, 2002;Goldman and Hino, 2005;Maruyama and Trung, 2007b). There is no previous literature on consumer choice between formal and informal markets.…”