The objective of the study was to investigate the effect of ambient factors on consumer purchase decision of fast-food stores in Akwa Ibom State, Nigeria. A cross-sectional research design was adopted to collect data from a sample of 400 respondents determined using the Taro Yamane formula and respondents were selected using convenience sampling technique. Data were collected through structured questionnaire and analyzed using tables and simple percentages. While hypotheses were tested using multiple regression analysis with the help of SPSS 23. The results showed that ambient factors (colour, music and lighting) all had positive and significant effect on consumer purchase decision. It was concluded that colour, music and lighting were positive and significant
predictors of consumer purchase decision of fast foods stores. It was recommended amongst others that managers and owners of fast-food stores should continually promote the use of colour within the fast-food stores to create a more pleasing and relaxed atmosphere by incorporating vibrant colors in the interior design of their stores.
