Store environment is critical to a retailer, because it directly affects consumers'' total shopping experience. It is also a determining factor in affecting consumers'' store choice decision for shopping. Hence, the management of the physical environment is considered as an important element in contributing to retail financial success and a valuable shopping experience for the customer. The store ''atmosphere'' is defined as the effort to design buying environments to produce specific emotional effects in the buyer than enhancing purchase probability. In- store environment stimuli are positively related to the level of pleasure experienced in the store. Pleasure refers to the degree to which the consumer feels good and satisfied in the store environment. Satisfaction can help consumers to identify that a store is worthy of their loyalty. There is no doubt that shoppers nowadays want to gain enjoyment and satisfaction when spending their shopping; retailers should therefore acquire a better understanding of customers'' expectation regarding a stores environment.
Ambient and social elements in the store environment are more likely to affect consumers to make inferences about merchandise and service quality. The ambient factors of a store refer to the background character of the environment that tends to influence consumers at a subconscious level, This includes elements such as temperature, lighting, music etc. Ambient conditions are especially noticeable to consumers. Undesirable ambient conditions can cause dissatisfaction if the attention of the consumer is heightened.
The store design factor such as functional elements that include layout, merchandise display, architecture, materials and colors can contribute to customers purchase decision. The social factor also plays an important role where ''service manners of sales people'' as well as ''number of people in the store'' are considered important.