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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.

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