Shopping behaviour is not determined only by a consumer’s personal characteristics, needs, attitudes, or income. It is also strongly influenced by the situation in which the shopping activity takes place. Situational variables are temporary factors surrounding a consumer at the time of purchase that can affect what, when, where, and how much the consumer buys. In retail marketing, understanding these variables helps retailers design suitable store environments, promotions, services, and shopping experiences. One important situational variable is the physical environment of the retail store. Store layout, lighting, temperature, music, colour, cleanliness, product displays, shelf arrangement, and store design can influence customers’ feelings and purchasing decisions. An attractive and comfortable store may encourage consumers to spend more time browsing and increase the possibility of unplanned purchases. In contrast, a crowded, poorly organised, or uncomfortable store may make