India's retail sector has evolved from the kirana (grocery store) to the modern supermarket. While initially disorganized, the presence of supermarkets, hypermarkets, shopping malls, etc. has led to a rise in the organized sector. The purpose of this paper is to learn more about customers' tastes and habits in the organized retail industry. The availability of quality, commercial space, quantity, and brand communication are some of the elements driving organized sales in India, according to a study based on a review of the current bibliographic research, and this, in turn, would have an effect on consumer choice. This research demonstrates the significance of several factors, including product details, customer participation, ambiance, customer attributions, and customer choices, at different points in the client's decision-making procedure. Nowadays, consumers choose shopping malls because they can get everything they need in one convenient location, and because the mall itself can be a source of entertainment.