This study is an attempt to bridge the link between factors representing stores’ decision boundaries and consumers’ decision-making criteria. It also explores the impact of consumer demographic variables on the relationship between the influence of extended 3Ps (process, people and physical evidence) and store choice. Around 290 responses were found suitable for further statistical refinements through a structured survey. After carrying out the reliability and validity properties of the data, structure equation modelling was applied. The findings of the study revealed that individual demographics (income, age and gender) moderated the relationship between the extended 3Ps and consumer store choice for shopping (in this study example of shopping smartphone). However, occupation and education were found to have no different influence by separate segments of population. Also, all demographics have an interpretation for marketers, which are discussed in the conclusion section. The framework used in this article opens up new vistas for research on exploring different consumer segments and service decision-making in retail marketing.
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