Subhasis Das, Anushka Maithil and Ishvinder Singh Ahluwalia
The organized retail is deepening its footprint in the developing nations. It is the destination for the shoppers. It becomes essential to know the elements that influence shoppers' perceptions for visiting the organized retail in developing nations. The study considers the price as a role of mediator for store ambiance and customer service for the shopper while visiting the retail store. The results of the study show the importance of the mediator in purchase decision of the shopper. The mediation analysis from AMOS23 and Process Macro is being applied for the analysis. The study identifies a high relationship between the store ambiance and customer service in the presence of offers as a mediator. This study is helpful for marketers to focus more on customer service rather than only on discounts and coupons, which are usually given importance when marketing in developing countries.