The topic, and also the main goal of this paper, is to analyze the impact of the physical environment of the store on consumers. Before analyzing the factors of the physical environment, the paper analyzes the importance of studying consumer behavior. Consumer behavior is a complex process which is important to the company because of the organization of the store, the development of sales strategy and the organization of marketing activities. The physical environment implies the organization of the arrangement of the store, in terms of product layout and shelves, dominant colors, background music, smells in the store, courtesy of employees and the like. The paper in the theoretical part of the paper presents claims and certain rules on the organization of physical environment factors, which will be researched whether they are implemented in the stores Konzum plus d.o.o. A practical example of the paper is the company Konzum plus d.o.o. which is one of the leading companies in Croatia in terms of the number of stores. The paper will research the extent to which Konzum adheres to the stated rules of organization of factors in the physical environment of the store. In addition to the analysis of the mentioned company, the practical part of the paper conducts research in the form of an anonymous survey. The aim of the research is to study the behavior of a certain group of consumers and to determine which factors of the physical environment influence their behavior and purchasing decisions.