Studies on consumer buying behavior and store patronage have been an important part of retail and chain store research for years. Therefore, the purpose of this research is to investigate and explain the factors affecting the decision of consumers to buy at the point of purchase in chain stores in Mazandaran province. This research is of an applied type in terms of its purpose, and it is descriptive-survey based on the method of data collection. The data collection method in this research is a quantitative method. Quantitative data have been collected using a standard researcher-made questionnaire. The statistical population of the current research is the customers of chain stores in Mazandaran province. The method of selecting statistical samples in this research is simple random sampling. Then, based on the research hypotheses, the quantitative method of structural equation modeling was used to analyze the data using Smart PLS4 software. The results indicate that all indicators and factors affecting customers' purchase decisions at the point of purchase have a factor load of more than 0.4, so the indicators and effective factors are confirmed. Also, the model of influencing factors on consumers' purchase decision at the point of purchase (POP) has been drawn and the effect of causal factors on consumers' decision to purchase at the point of purchase and contextual and environmental factors on strategies have been significant, as well as strategies on the consequences and The results have a positive and significant impact.