Store ambiance is referred to as a store's physical characteristics which are used to develop a retail unit image and gaining customers. The project is to study the influence of the store ambiance on consumer purchase behavior. It includes factors such as storefront, marquee, entrance, display, flooring, lighting, colors, fragrance, music, fixtures, and so on. Some factors majorly affect consumer purchase behavior they are lighting, fragrance, music, window display, color co-ordination, product set-up. Therefore by analyzing the already existing ambiance of a retail store, a survey is conducted to know the consumer's preferences on store ambiance that affects their purchase and then concluded based on the results obtained.