With the world's increased urbanization, the exchange process's view is fetching more efficiency in the
shopping process. This trend is changing customer's intentions towards the retail stores. This article
examines how the perception of access reshapes the customer's purchase decision in developing countries and how the retail
stores' sustainable attractiveness intervenes in the purchase decision making. The point of sale convenience sampling
technique is used with data from 669 urban retail customers' in the current study. The results have revealed that purchase
intention and sustainable attractiveness of the retail store sequentially intervene relationship between the customer's access
to the retail store and the purchase behaviour. Moreover, this study has also explored the vital link between purchase
intention and purchase behaviour in Pakistan's urban organized retail stores. This study provides new insights for retailers
and urban planners to manage the store's location for more efficient exchange and increase customer patronage.
1-Numair Ahmed Sulehri Foundation University, Islamabad, Pakistan.2-Aziz Ur Rehman Rana Foundation University, Islamabad, Pakistan.3-Muhammad Naeem Foundation University, Islamabad, Pakistan.