&nbsp.At times the atmosphere form of approach is also regarded as a tool utilized for market differentiation. In this study different journal articles shall be included and reviewed like Journal of International Business and Management, Journal of Services Marketing, Journal of Business Ethics and Association for Consumer Research. There have been various research studies conducted on the effect of store atmospherics on consumer behavior. However limited analysis is performed on the mixture on retail store environmental conditions. This would be the key area of focus in this research study. It is a highly relevant study since the retail industry is growing at a rapid pace and marketers invest lump sum amount on store environment conditions. The major aim of this research study is to – “analyze the impact of ambient conditions of a retail store on consumer purchasing decision”. Objectives of the study are-

This study would be feasible since the sales volume at retail stores is largely dependent on the purchasing behavior of customers. On the other hand, the impact of ambient conditions can be effectively measured through customer satisfaction level and increase in revenue margins.

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Researcher Hosseini and Jayashree, (2014) have outlined in their study that the decoration and the ambiance of the store are regarded as an important element in the overall outlook of the stores that are designed for enhancing the satisfaction of the customers. The atmospheric design of the environment of the retail store includes the lighting, music, communications that stimulate the emotional responses and the perception of the consumers that mainly affect the purchasing behavior of the customers.&nbsp.Therefore visual merchandising helps in explaining the customer about the product that is displayed in the retail store.&nbsp.

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