Abstract:
This study focuses on the significance of store environment and atmospherics in building consumer consumption experience. Two variables which are consumption experience and approach behavior are found to be affected by the store environment and atmosphere with a mediating role of emotions between consumption experience and store environment and atmospherics. The sample size was taken of 109 and respondents were of city of Islamabad. The data was collected from Bahria University which contains both students and the faculty. Data was also collected from the individuals in centaurs through survey method. Questionnaire was developed contains 13 questions and likert scale of point 1-5, 1 as strongly disagree and 5 as strongly agree. The finding of the study was positive and had positive contrast with the previous studies.
