Today, most retailers know that impulse purchasing is one of the most crucial concept in consumer behavior, and from 40% to 80% of all purchases depending on product category are took place by impulse buying behavior. Variety of factors – personal, situational, product related influence on impulse purchasing behavior of consumers. In some cases, environment of the store has more power in promoting customers in buying decision than product itself. Store atmosphere includes lighting, color, sound, signage, scent, taste. This study aims to quantitatively investigate the relationship between dimensions of store atmosphere and impulse purchases of Uzbek consumers in grocery shopping.  More specifically, identify the most influential factor that impacts on impulse buying behavior. Also, current research examines differences in impulse buying behavior of male and female consumers.