The Impact of Store Interior Design on Consumer Purchase Behaviour in Nigerian Fashion Retail

Fashion retail store interior design, encompassing spatial layout, lighting design, display fixture configuration, colour environment, and sensory atmosphere, is a recognised driver of consumer purchase behaviour in the global retail literature. This study empirically examines the impact of specific interior design variables on consumer purchase behaviour in thirty fashion retail stores across Lagos Island, Victoria Island, and Lekki, representing different market positioning tiers from value to premium fashion. A consumer intercept research design administers structured questionnaires to eight hundred and sixty-four shoppers exiting sampled stores, capturing actual purchase decisions, time spent in store, number of items considered, and self-reported emotional state during shopping. Simultaneous independent expert assessments rate each store on twelve interior design quality dimensions. Hierarchical regression analysis controls for product price positioning and store brand familiarity to isolate the independent contribution of interior design variables to purchase outcomes. Findings confirm that lighting quality and display fixture organisation are the strongest design predictors of purchase conversion rate, while atmospheric colour and music environment most strongly predict dwell time. Premium-positioned stores show stronger purchase-design relationships than value stores, suggesting that interior design influence strengthens as functional purchase drivers diminish. The study develops a Retail Interior Design Priority Matrix for Nigerian fashion retailers, ranking design investment priorities by market positioning tier. Recommendations include consumer-centred design auditing as a standard retail performance management practice. Keywords: retail interior design, purchase behaviour, fashion retail, Lagos, consumer experience.