Patronage refers to a consumer’s purchase patterns over a series of purchase behavior. The present study is an adaptation from the patronage studies earlier carried out by Darden (1980) and Sheth (1983). The present study postulates that store patronage broadly has two dimensions viz; store atmosphere and store image. The authors have tried to assess the various factors that influence the patronage behavior of consumers and have also tried to assess the effectiveness of the patronage model as proposed. The study has been conducted on a sample of 201 consumers using convenience sampling. Correlation and regression analysis was done to bring about insights from the data. The study was able to significantly contribute to the patronage literature by throwing open new vistas of knowledge in this area, especially with regard to Indian consumers. The results indicate that both store atmosphere and store image significantly contribute to the patronage of stores among consumers. (10) (PDF) AN EMPIRICAL STUDY OF FACTORS LEADING TO STORE PATRONAGE AMONG INDIAN CONSUMERS. Available from: https://www.researchgate.net/publication/286523322_AN_EMPIRICAL_STUDY_OF_FACTORS_LEADING_TO_STORE_PATRONAGE_AMONG_INDIAN_CONSUMERS [accessed Jun 07, 2023].