Indian retail market has observed tremendous potential growth in the recent decades, being one of major contributors in the GDP. The present study attempts to identify and analyse the
store ambience factors which have considerable influence on the consumer’s shopping experience. The responses were collected using convenience sampling method of 100 consumers at Shoppers Stop in Pune city and was analysed on the factors viz. lighting, music, scent, colour scheme, temperature, merchandise and width of aisles to detect their relationship with the shopping experience. Analysis was done using factor analysis and later on multiple regressions with the help of IBM SPSS 21 Version. The results of the hypothesis testing suggest that four out of the seven ambient factors viz. Colours scheme, lighting, temperature and merchandise factors significantly influences shopping experience of consumers. Lastly study discusses limitations and scope for future research.

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Keywords: Organised Retail, Store Ambience, Merchandise, Consumers, Shopping Experience.