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 affectthe purchasing behavior and loyalty regarding retailing stores. The overall purpose of this work is toinvestigate these factors on customers return and interest and to study the effects of in-store factors onthe fashion retailer’s purchase intention in Tehran city. For this purpose, a sample of consumers from22 regions of Tehran city was taken, who usually visited these stores. Data were collected through awell-structured questionnaire and analyzed through confirmatory factor analysis. After designing thestatistical hypotheses, they were tested. Our findings indicate that there is a direct relationship betweensalesforce and lighting on customer return. In addition, specious stores could stimulate the customersto spend significant amount of time in apparel retailing stores. Finally, the statistical significance of theresults in the clusters was evaluated by analysis of variance (ANOVA) tests.