This study aims to evaluate the effect of hedonic and utilitarian motivation on the perception of the atmosphere and on the quality of care, satisfaction, experience and intention of repurchase in a Brazilian jewelry retail chain. A field research fulfielld with a questionnarie and some face-to-face interviews, with the intention of measuring the layout of the store and customer service, and then defining the metrics that significantly impact the customer s satisfaction and repurchase intent. In the vast majority, utility consumers show greater satisfaction in stores that use sensory marketing, which is a subdivision of marketing that aims to work on customer perception through sensory stimuli, that is, by messing with the 5 senses. Hedonic consumers demonstrate a strong relationship between store layout and customer service, and between satisfaction and repurchase intention, which shows that the satisfaction they find in the store atmosphere and in the service itself leads to the intention of repurchase.