Situational influence is defined as temporary condition or a set of factors that occur in the environment at a specific time or place (Assael.,1995). Situational variables refer to circumstances surrounding individuals when they react to stimuli relevant to their needs. Kakkar and Lutz., (1981) suggest that marketers need to evaluate customer behavior from a situational point of view to have a comprehensive understanding and accurate prediction of behavior in marketplace (cited in Nicholls, Roslow, Dublish, Comer., 1996 ). According to the research developed by Russel Belk, there are five types of situational influences which might alter a consumers perception in a purchase decision (cited in Questers.,2012). Situational influences are considered to be created by physical and social surroundings, temporal perspective, task definition and antecedent states. Physical surroundings are attributed to one of situational factors which cause change in the purchase decision of customer. Physical surroundings include location, atmosphere, aromas, sounds, weather and other elements of the physical environment. The effect of physical design and décor elements on customer perception has recognized by managers. Koler.,(1973) claim that the physical environment affect customer behavior and create the image of business specially in service businesses such as hotels, restaurants, banks, retail stores and hospitals. This is due to service is provided and consumed simultaneously. The customer in those circumstances often experience services by through the physical facility of the firm. This will result in the customer perception of the service experience. Berry and Clark (1986) suggest that customers are often attracted by the physical features of the firms. They also tend to seek for cue about the
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