The purpose of the study is to gain a deeper understanding of the factors that affect how consumers perceive store environments. This is to gain knowledge about how retailers can meet customer needs, through the design of the store space and services. The study intends to determine which factors that create a positive relative to negative response from the consumer. The survey was conducted through participant observation, in order to take part of the consumer's opinions and actions within a store environment. One person at a time was observed and interviewed, during a shopping trip.

A word that was repeated in all participant observations was structure. The participants felt that the store's structure was very important to the overall impression. After each shop, participants were told to say three words they associated with the store. The positive words that were said the most times were bright and clean. While the negative word that appeared most times was disarray. The study shows that the overall impression of the store is the most important factor. The visible factors are although those who are noticed the most. Attention from the staff and interaction also revealed a significant role in the consumer’s overall impression.