Purpose - Pleasing ambient colors, music, scent, layout and salespeople are hypothesized to positively impact shoppers’ perceptions about the atmosphere of a store. Few studies on the interactive effect of these atmospheric factors have earlier been undertaken. This paper looks at the interactive effect of color on the other predictor variables. Research design, data, and methodology - This study is from field locations in the shopping malls located in Delhi NCR. A descriptive study was undertaken to decipher the interactive effect of color with music, scent, layout and salespeople. Moderation of color on music, scent, layout and salespeople is regressed on store atmospherics. The authors investigate the effects of color, light, music, scent, layout and salespeople on store atmospherics in a retail context. They also study the interactive effect of color with predictor variables which significantly influence the perception of store atmospherics. Results - The paper reveals that music, scent, layout and salespeople influence customer’s perception about store atmospherics. The interactive effect of color with scent, layout and sales people influence customer’s perception about store atmospherics significantly. It does not moderate with layout and music. Conclusions - Store color is important in predicting store atmospherics. Care is needed to ensure that the effects of different environmental stimuli match.

• Sanjeev Prashar(Professor (Marketing), IIM Raipur, GEC Campus, Shejbahar)
• Pranay Verma(Consultant (Retail), School of Retail and Fashion Merchandise, Footwear Design & Development Institute of India) Corresponding Author