“Reimagining Offline Grocery Retail: The Role of Store Atmospherics and Service Quality in the Quick-Commerce Era”

Purpose : This study investigates the role of tangible and intangible elements—including cleanliness, colour, lighting, music, layout, and display in shaping the store environment and influencing consumer choice. Furthermore, it examines the mediating effect of service quality in determining consumer purchasing behaviour, thereby offering insights into how retailers can strategically design atmospherics to enhance patronage intentions. By adopting the SOR framework the study integrates the Visual Merchandising elements (stimuli) that shapes the store environment which shapes purchase intentions with service quality as mediator acting as organism and resulting in response wherein consumer developing purchase intentions towards the store. Methodology : Data was collected through survey by employing a structured questionnaire to 550 respondents from across the Mumbai and Thane district with 356 valid responses analysed. A purposive sampling method ensured representation across age and income groups. A 5-point Likert scale was used to assess the measurement items and the same were adapted from established scales. The data were analysed using Covariance Based Structural Equation Modelling (CB-SEM) via SmartPLS 4.0. Findings : The analysis indicates that while online and quick commerce platforms have become popular for convenience and immediacy, offline grocery shopping remains dominant for monthly purchases due to the tactile “touch-and-feel” experience. Store atmospherics significantly influence consumer perceptions, and service quality strengthens the impact of these environmental cues on purchase intentions and loyalty. Implications : The study contributes to theory by extending SOR frameworks to retail atmospherics, highlighting the underexplored role of service quality as a mediator. For practitioners, the findings suggested that retailers should design Visual Merchandising strategies not only to enhance store environment and store atmosphere but also influences consumers perception of service quality, thereby strengthening consumer commitment and purchase outcomes. Originality/Value :This study contributes to the literature by integrating the role of store atmospherics with service quality in a post-pandemic retail context, offering a perspective on offline consumer behaviour