The purpose of this thesis is to determine how much influence atmospheric factors such as music, lighting, fragrance, aesthetics and interior design, colors, space temperature, product layout, crowds and the friendliness of sales staff have on customer behavior and potential purchase opportunities, as well as creating loyalty depending o o store format, in this case small and large stores. The concept of retail atmosphere is explained, as well as physical and psychoanalytical factors, and what constitutes a store's external and internal atmosphere. The focus is on factors such as smell, light, and sound which are described in more detail. It is defined as what affects the atmosphere of small and large stores, how important the role of sales staff is, and how much their approach affects the outcome. Secondary data sources such as scientific and professional literature were used to achieve the stated goal, while primary data sources were collected through a survey questionnaire in which 100 respondents participated. Attitudes and expectations of customers about atmospheric factors during visits to small and large stores were collected, and the attitudes were evaluated according to the Likert scale. The results of the survey questionnaire were processed using the statistical software SPSS to determine significant differences in the perceptions of the atmosphere of small and large stores. The results of the research show which factors should be approached with caution and whether there is a difference in the perception of the factors themselves depending on the store's format.