The number of modern trade stores has increased 4.5 times in the past decade according to The Nielsen Company. Convenient stores, drugstores, hypermarkets, supermarkets and warehouse clubs are considered modern trade stores. The growth of modern trade stores indicates the increased consumer need for convenience, wider selections and low prices. The study suggests that these changes in consumer behavior are driven by the strong economic growth in the region. There is an implication that consumer time becomes more scarce in thriving economies, driving the need for one-stop-shopping experiences.