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Abstract
Retail industry in India is growing at great pace and assures bright prospects in days to come. The key to success for any retail establishment lies not only in having good products but also in being able to provide customers with the level of service they desire. Today every retailer wants to maximize their sales with increasing consumer satisfaction; moreover a large portion of society depends heavily upon value driven products offered by organized retailers in India. Thus in the era of growing competition every retailer has to create its own unique identity to have an upper hand over rivals. It has been observed that consumer buying decision is largely influenced by how a retail business is perceived by buyers against the major atmospheric elements. Indian consumers are making a well informed decision before they can reach a specific buying decision. These decisions can be influenced in the favor of retailers if they use atmospheric elements wisely.