This paper entitled “A Study on Factors Influencing Consumer’s Purchase Intention and Behaviour in Retail Marketing” highlights the various factors involve while a consumer decide to buy a productin the decision making of a consumers. Over the last few years retail has become one of the fastest growing sector in the Indian economy with the increased growth of organized retail sector private labels. It is widely accepted by the retail market. This paper explores the factors influencing consumer intention to purchase retail marketing. This study identified six factors influencing in consumer’s purchasing intention in retail marketing these factors areprice consciousness, precision quality, perception ofvalue, trust, Retailer’s image, and social image. This study also identified factors influencing consumer’s purchasing behaviours in retail marketing these factors are cultural, social, economic, personal, and psychological. Cultural factors are often inherent in our values and decision process. Social factors are explains the outside influences of others on our purchase decision either directly or indirectly. Economic factors are greatly depending on the economic situation of a consumer or a market. Personal factors are depend upon personality and self concept. This will change according to the situations. Psychological factorsare dependon the consumer’s attitude. This paper throws light on the consumer’s intention and behaviour in retail marketing.