ITAST (Iranian Textile Association of Science and Technology) Journal of Textiles and Polymers 2322-5203 9 2 2021 06 01 Effect of Apparel In-store Merchandise Displays in Men’s Stores on Customer Behavior: A Case Study of Tehran City اثر عوامل محیطی بر رفتار مشتری در فروشگاه های پوشاک مردانه: مطالعه موردی در شهر تهران 27 42 131324 EN Reza Ghasemy Yaghin AUT Kimia Khalajmehri AUT Amoon Ali Daee AUT Journal Article 2021 06 01 Usually, the in-store design, lighting, color schemes, and other interior atmosphere could directly affect<br />the purchasing behavior and loyalty regarding retailing stores. The overall purpose of this work is to<br />investigate these factors on customers return and interest and to study the effects of in-store factors on<br />the fashion retailer’s purchase intention in Tehran city. For this purpose, a sample of consumers from<br />22 regions of Tehran city was taken, who usually visited these stores. Data were collected through a<br />well-structured questionnaire and analyzed through confirmatory factor analysis. After designing the<br />statistical hypotheses, they were tested. Our findings indicate that there is a direct relationship between<br />salesforce and lighting on customer return. In addition, specious stores could stimulate the customers<br />to spend significant amount of time in apparel retailing stores. Finally, the statistical significance of the<br />results in the clusters was evaluated by analysis of variance (ANOVA) tests. http://www.itast.ir/article_131324_14e7593e7101b934b13675ba2bbbddd2.pdf