Abstract
Purpose: Retailers acknowledge the importance of the retail store environment as a tool for differentiation and valuable for positioning the retail store. It makes the buyer's decision to visit the store easier. Further, a pleasing retail environment improves the customer's purchasing experience and satisfaction. This paper aims to; investigate the influence of store atmospherics and marketing stimuli on impulse buying behavior among females. Shopping pal provides a boundary condition between the influence of store environment, emotional response, and impulse buying.
 Methodology: This is a quantitative study and data was collected using surveys. The investigation was conducted using Amos and SPSS version 21, and the results were within an acceptable range.
 Findings: The findings of the study suggest that an impressive store environment with marketing stimuli such as price discount leads to positive emotions and impulse purchase behavior. Further, a shopping pal provides boundary conditions between the influence.
 Implications: Retailers must focus on creating a retail experience that is clean, relaxing pleasant, and has an excellent interior design, and they must encourage to group shopping. They might concentrate on promotional activities that encourage group shopping, such as group purchasing coupons and family prizes.
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