• Dr.S.MEENA

There are researches to substantially prove that impulse buyers usually do not set out with specific purpose of visiting a certain store and purchasing a certain item. This urge is consequent to certain external factors, one of them being store atmosphere. “Atmosphere is made of the following elements: design, lighting, air quality, interior decoration and music.” The objective of the study is to investigate the relationship between demographic variables of the respondents and store atmosphere variables and to find out the relationship between store atmosphere and patronage intention. The findings of the study reveals that the store atmosphere must prompt a shopping desire in shoppers’ minds and then persuade them to buy that product..

Store Atmosphere, atmospheric cues, Patronage Intention, Lighting, Colour, Music

"The Effect of Store Atmosphere", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 3, page no.i128-i133, March-2023, Available :http://www.jetir.org/papers/JETIR2303821.pdf

"The Effect of Store Atmosphere", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 3, page no. ppi128-i133, March-2023, Available at : http://www.jetir.org/papers/JETIR2303821.pdf