The Mediating Role of Perceived Value in the Relationship between Retail Marketing Mix and the Purchase Intention for Retail Stores in Urban Retail Customers of Developing Country

Abstract

This study is designed to investigate how the consumers of the developing country shape their purchasedecision while considering the retail marketing mix and purchase intention in retail store. 400 participantswere selected at point of sales of large super stores in the region of Islamabad and Rawalpindi. Purposivesampling technique was applied based on survey design. Three instruments were used to measure retailmarketing mix, purchase intention and consumer perceived value. The study result sheds light that theperceived value was playing the role of mediator between the retail marketing mix and purchase intention inurban consumers of developing countries. Result indicated that the perceived value partially mediated in therelationship between retail marketing mix and purchase Intention in urban retail customers. This studywould be helpful for marketing professionals to align their marketing strategy through long term trustbuilding effects on the sales.