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Abstract

Theory of Planned Behavior Model states that three construct; attitude, subjective norms and perceived behavioral control together frame individual’s behavior and intension This study proposes theory of planned behavior model to explore what kind of factors affect in forming customer perception and designing marketing strategies towards organized retail. The proposed model is empirically tested by using data collected from a questionnaire survey. The sample size of this study is 211respondents who have been customers of organized retail store. Empirical analysis is carried out in five stages that combine chronbach’s alpha test, frequency distribution, chi-square test and structural equation modeling (SEM). The findings of this study suggest that leisure is the most important reason behind the visit of customers to organized retail. The results confirm that behavior intension has positive effect on behavior (customer perception). Behavior intension is the most important influence factor, followed by perceived usefulness, attitude and perceived ease of use.