Mr Connenting Retail Marketing Mix and Trust in store with purchase behavior in developing country: A mediated role of Purchase intention

Abstract

Purpose: of the study was to evaluate the marketing practice in the retail sector of a developing country and the trust effect on purchase decision making.
 Objectives: This study had two main objectives. Foremost was the investigation the impact of marketing mix efforts of retail on the purchase process. Secondly; the investigation of trust in store towards purchase behavior
 Significance: this study had given insight for the intention-behavior gap (Sheeran and Webb, 2016). It had also added to the rarely explored field of retail in a developing country.