Empirical Assessment of the Impact of Store Atmospheric Elements on Consumer Buying Behaviour: Evidence from Indore City

Abstract

The rapid expansion of organized retail in Indian cities has heightened the importance of store atmospherics as a strategic determinant of consumer buying behaviour. This study empirically examines the impact of store atmospheric elements—lighting, colour, aroma, temperature, and display/layout—on the buying behaviour of consumers purchasing lifestyle brands in Indore City. Grounded in the Mehrabian–Russell Model of environmental psychology, the research analyses how atmospheric stimuli influence consumers’ emotional responses, particularly pleasure and arousal, and how these emotions mediate behavioural outcomes such as purchase satisfaction and revisit intention. Primary data were collected from 1,250 shoppers across major lifestyle retail outlets using a structured questionnaire. A quantitative, descriptive, and analytical research design was adopted, and data were analysed using descriptive statistics, chi-square tests, correlation analysis, and multiple regression techniques. The findings reveal that store atmospherics significantly affect consumer emotions and buying behaviour, with lighting emerging as the most influential factor in enhancing emotional pleasure and purchase satisfaction. Gender was found to moderate the perception of several atmospheric cues, while temperature showed a neutral effect across demographic groups. The study provides empirical evidence supporting the relevance of store atmospherics in shaping consumer experiences and offers practical insights for lifestyle retailers in Indore to optimize store environments for improved customer satisfaction and loyalty.