Retail in the USA: the environment and consumer purchase behaviour 220
The US retail complex provides apparel and other products to 280 million people and is often recognised as the largest single market in the world. Nevertheless, the US consumer with relatively high personal consumption expenditures (PCEs) demands good value at retail. The high demands of the consumer provide an impetus for providing the consumer with desirable product at affordable prices. While the US retail sector has always been at the forefront of technology and customer service, the past two decades have shown a major effort to bring products to the consumer at even more competitive pricing and variety.