Effect of Apparel In-store Merchandise Displays in Men’s Stores on Customer Behavior: A Case Study of Tehran City

Usually, the in-store design, lighting, color schemes, and other interior atmosphere could directly affect the purchasing behavior and loyalty regarding retailing stores. The overall purpose of this work is to investigate these factors on customers return and interest and to study the effects of in-store factors on the fashion retailer’s purchase intention in Tehran city. For this purpose, a sample of consumers from 22 regions of Tehran city was taken, who usually visited these stores. Data were collected through a well-structured questionnaire and analyzed through confirmatory factor analysis. After designing the statistical hypotheses, they were tested. Our findings indicate that there is a direct relationship between salesforce and lighting on customer return. In addition, specious stores could stimulate the customers to spend significant amount of time in apparel retailing stores. Finally, the statistical significance of the results in the clusters was evaluated by analysis of variance (ANOVA) tests.