The fundamental problem involved in this paper is the influence of situational factors on the process of shopping in the supermarket. As the survey is based on observation methods, emphasis is placed on site analysis, interior design, crowd and social environment. In addition to the aim of this paper to find out how the factors affect the consumer, the next goal is to find out whether the retailer has a beneficial effect on the situational factors. During observation, the physical environment proved to be the most influential factor. With the certainty it can not be argued that customers have the option of parking in front of the supermarket crucial for coming to the same but what has been noted that interior decoration has a great impact when it comes to product selection. Social environments have had a noticeable impact when it comes to shopping planning, as consumers who were themselves in the supermarket had mostly planed products, while those who came to accompany the child or friends showed signs of impulsive shopping. The impact of the crowd on the buyers did not show significant impact, but it could be clearly noticed that the retailer was aware that the waiting time in front of the cash register would be within 5 minutes. At the end of the work there are guidelines for retailers (marketing implications), but also their limitations are mentioned.