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Document Type : Original Article




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.