Pattern Design Style of the Interior Environment of Retail Stores from a Cultural Perspective

The purpose of the current research is the design style of the interior environment of retail stores from a cultural point of view.

The research is mixed in terms of nature, inductive-deductive and research design. Also, the statistical population in the qualitative section is 14 academic experts and experienced managers, and in the quantitative section, it includes 384 customers of convenience stores in the provinces of North Khorasan, Mazandaran, and Gilan. and Golestan, which were investigated by the available sampling method. The tool for collecting quantitative data is a questionnaire. Finally, in order to validate the model, in the qualitative method of MAXQDA software and in the quantitative method of structural equation modeling (SEM) based on partial least squares approach by Smart PLSR statistical software and to determine the reliability of Cronbach's alpha and composite and soft reliability. SPSS software was used.

The results showed that internal environment factors, store area design, management factors, store products, support activities, customer (demographic, individual, psychological and cultural) characteristics, facilitating and inhibiting intervention factors and the consequences of customers and the store on the environment The store has a positive and significant effect.

Since customers are the only real assets of businesses and the long-term survival of a business depends on the ability to meet customers' needs and provide superior value and satisfy them, evaluating customer expectations and buying behavior plays an important role in business strategy. and performs tasks.