The Influence Of Music On Purchasing Behavior Of Consumers In Store

Research Objectives

The role of the music is important in every day’s life as an existence of music is not noticed by everyone. Every scenes and dramas are covered with music to get attention of the viewers. Music can be noticed in every occasion as it has been found that while walking in the city centre in December, all we hear are Christmas songs. Music has the ability to affect huge range of people as well as it can change the mood of people (Bohl, 2012). Stores are multifaceted settings where customers have great experiences of an ample of motivation. A store has many departments and an effective layout in which the width of the corridors, price information, scents, store employees and the shelves with all kind of products. It is the major elements which stress endeavour to impact the customer purchase behaviour.

The research will entail the research questions and objectives that help in determining the impact of music on the purchase behaviour of the employee. Research potential contributions will be discussed under this research so that the gap within the research and actual contribution can be found. Literature review is the section that facilitates to bring better understanding about the impact of customer behaviour on purchasing due to music. The discussion will be made by taking help of number of articles, books and online sources. It is required for the research to gather the data in an effective manner that is why research methodology will be helpful in describing about the gathered data.

• To determines the factors that associated with impact of music on sales amount.
• To estimate the gain in sales if the music type has effects on buyer behaviour.

The role of the music is integral in affecting the consumer behaviour towards shopping. Dominance shows the feeling of the consumer controlling as against to being influential as opposed to influence. The research gap can be come when the focus of the researcher on the types of music and it is necessary for the researcher o focus on the consumer behaviour. Instead of developing number of studies on customer behaviour, there is not expanded growth in the general theory regarding improvement in customer behaviour towards purchasing. Along with that in the context of the potential gap, it can be said that limited journal article on the subject are another barrier as it is bound and does not allowed going beyond the topic.

Actual contribution

After discussion about the potential gap, there would be lot of contribution of this research for future as it helps in facilitating store to understand the view of the customers towards music and purchasing. The role of the music in the store in order to get attention of the customers will be understood by many stores with the help of this study. This study will contribute in making better understanding about the employee and they can increase the productivity of the employee by playing best type of music which encourages them to stay with the store for a long time. It can be said that it would be helpful in employee retention.

Research Potential Contributions

According to Morrison, Gan, Dubelaar&Oppewal,(2011), music is playing an integral role on attracting number of customer towards buying. Store manager can remake the store atmospherics’ and mood with the help of making changes in the music which should be played in the store as per the profile of the store. The theme of the store can be judged with playing songs over there. Music has significant role in attracting number of customers towards purchasing (Turley & Milliman, 2000). Along with that incorporating appropriate music can change the mood of the customer and motivate them. Appropriate music at right place can create and reinforce the retail brand and can spread the word of mouth. Puccinelli, Goodstein, Grewal,  Price, Raghubir& Stewart, (2009), supports the argument and described that store environment music influences on sensory experiences of shoppers. It has been suggested by the research that the bonding between features of environmental music and both the perceived and actual amount of time to dedicate to a task. It has been found that the quality and the feature of music are varied as per the stores (Tan, Yowler, Super&Fratianne, 2012).

It has been analyzed that the dissatisfaction is another factor of the customers which can be raised because of delaying in billing systems or rendering of services in store environment which can be eliminated by manoeuvring the aspects of stores atmospherics which the store manager can manage. Along with that it has been found that the aspects which arouse the emotions as well as the feelings of the customer and can be controlled by the store manager can be manoeuvred which can weaken the dissatisfaction because of late and decrease the damage of waiting time on the customers. Jang &Namkung, (2009), stated that amongst other things the role of the music is huge which has the ability to manipulate by the employees of the store. It is required for the manager and other employees of the store to be conscious while selecting the style of the music from their marketing toolbox.

It has been found that the music has some certain aspects and kinds which can influence the purchasing behaviour of the customer (Chang, Eckman& Yan, 2011). There are five kinds of music which can be played by the stores to attract number of customer towards purchasing. These are volume, tempo, familiarity, likeability and style or genre. In the context of volume, it can be said that volume is one of the element of the music which can be evaluated by a number of decibels. Tempo is the music that can be evaluated by beats per minute. It has been found that it could not be possible to recognize the features of style or genre, but they can be elaborated in some specific way (Mattila&Wirtz, 2008). Familiarity and likeability can be evaluated by taking an example of Cameron. With respect to the Volume which is one of the aspects of music, it can be stated that it has an objective measure in the relation of decibels; it encompasses a quite subjective element of music (Leow, Rinchon&Grahn, 2015). It has been found that the volume can be evaluated quite personal. It has been argued byAndersson, Kristensson, Wästlund&Gustafsson, (2012), that it is not possible that everyone has same way of thinking regarding music and same point of view, a music which is loud for someone else, could be nice for others. It has apparent that background music should be quite as it helps in creating peace in the mind. It has been analyzed that quite and slow music is played lower than 60 dba.

Actual Contribution

In the term of musical terminology, it has been found that the tempo can be marked in Italian markings such as dolce, presto or lento, but the main feature with this music is that it can be measured by beats per minute (bpm). It has been found that the lower music come under music with beats with lower than 72, on the other hand, music which beats per music is higher than 94 is considered as the higher music (Heung & Gu, 2012). Tempo is one of the aspects of music which can be varied in comparison of original one.

With respect to the customer purchasing behaviour, the role of the volume has a significant impact on the time spent in the store, but it cannot be considered on the sales or the reported satisfaction of the customers (Jain & Bagdare, 2011). It has been found that the loud music while working in the store can be the reason of feeling of longer time period. It can be anticipated that this longer point of view of time can made consumers stay away, as it handles a lot of time to go shopping, as it is easy to do shopping at one place instead of moving place to place for shopping (Hsin Chang & Wen Chen, 2008). It has been found that purchasing at one place in one moment will definitely lead to less expenditure; rather moving more often to a store also elaborates the experience to all the enticement to but the products. It has been found that loud music can distract customers and make them feel uncomfortable in an environment (Theodoridis & Chatzipanagiotou, 2009).

Kim & Moon, (2009), shows that the speed of consumers was considerably slower at the time of slow tempo music were played. It is cleared that slow tempo music can influence the pace of customers in a store. It has been found that the slower music affect the power of purchasing behaviour of customers. It has been found that the music from a specific country can facilitate to purchase more products from that country. Regner&Barria, (2009), elaborated that strong links with a country that is developed by hearing the music, leads to purchasing more wine from the same nation. It can be anticipated that this kind of activity would be facilitated in purchasing of other product categories, as long as their link with a nation is decided by the customers. Visual images can be recognized in faster way with the help of the classic as well as rock music (Lewis, 2015). It is the only reason why manufacturer use this kind of music while making advertisements for their products. It has been assumed that the role of the music is huge in searching particular products. For instance, when a consumer is searching for something to drink, and the same song which is embedded in advertisement of drink plays in supermarket, it would be easy for the customer to remember that what he wants in drink. That is why purchases can be impacted by playing music that is linked with specific products. In the context of familiar music, it has been found that when music is familiar to employees of a store, they can prefer to play music again and again which can increase their productivity of working. On the other hand, it can be possible that the employee (Inman, Winer& Ferraro, 2009).

Literature Review

Along with that it has been analyzed that the workers lean to perform in better way for their jobs when they love the music that is being played in their surroundings. Employees of the store are service oriented and if they like the music which is playing at the time of their working, they will feel enthusiastic and perform in more efficient manner (Karageorghis, Jones, Priest, Akers, R. I., Clarke, Perry & Lim, 2011). It has been found that the better services have the ability to lead to a better evaluation of the store. However, it is not easy to judge the like or dislike of the customers and play as per their taste, but store should play a music with light sound and after analyzing the trend which is going on that specific area (Jain &Bagdare, 2011).

It is necessary for the research project to select the research approach as it facilitates to justify the opted research design and methods. With the help of the research approach, the data can be presented in more systematic manner. Inductive and deductive are two research approaches which help researchers to rationalize the use of specific collection method for data and analysis method for projects. It is vital for the researcher to have an effective knowledge regarding the method in the research. Deductive research is considered as an appropriate approach with the positivism philosophy while the relation of the interpretivism philosophy is connected with the deductive approach. It has been evaluated that the deductive approach develops the hypothesis for the research issue by taking help of various theories. It is required for the researcher to gather various kinds of information as well as data for the purpose of rejecting and accepting the hypothesis. On the other hand, the feature of inductive approach is to show the flexibility to improve hypothesis regarding to the research concerns.

For this research paper, inductive approach will be taken into consideration over another approach that is deductive approach as it helped the researcher to attain prejudiced knowledge on the issue of the research. With the help of this approach, the researcher would be able to increase the validity as well as the reliability of the results. Along with that the chosen approach would facilitate to draw an effective conclusion to elaborate an influence of music on purchasing behaviour of consumers in store.  

Research strategy is vital component which helps researches to explore the research concern by providing the research questions in an effective ways (Lewis, 2015). Research would be able to gather the information with the help of the research strategy as it would provide the background information and evaluate this data in order to develop specific conclusion. There are various research strategies which can be used by the researcher to attain the aims and objectives of this research paper. The research strategies for this research paper can be questionnaire, experiment, case study, focused group, literature review and many more.

There are two research strategies such as interview and survey will be chosen to gather the information regarding the research topic in which the researcher would be able to gather the plenty of information as well as data regarding influence of music on purchasing behaviour of consumers in store. With the help of survey strategy, the researcher would be able to gather information in less time and cost that would be able to increase the reliability of the research among the major stakeholders (He, Merz& Alden, 2008). On the other hand, by taking consideration of the interview strategy, researcher would be able to meet with the participants in personal way by which it would be easy to understand the individual’s perception regarding the topic.

There are two kinds of research design such as descriptive and exploratory research designs. Both will be selected for this research paper because with the help of the exploratory research design, the researcher would be able to accumulate the data in-depth manner regarding an influence of music on purchasing behaviour of consumers in store. Conversely, the descriptive design method is helpful in creating better understanding bout the features of the group as well as individuals. Along with that these research designs would be able to gather the point of view as well as the perception of participants, for the purpose of meeting the objectives of this research paper.

In the research study, ethics represents the accomplishment of the tasks in ethic and valid way by following the guidelines and privacy of participants. The researcher will take earlier appointment of those who want to participate in the survey. With the help of this, the researcher would be helpful to gather the information regarding the topic from the candidates in an effective manner. Primary data will be collected by using the Survey research strategy in this research paper. This kind of activity of the research will be supporting to maintain the effectiveness of the data in an effective manner. Along with that the researcher would ensure that the personal information of the participants would not be disclosed no matter what.

Research Model

Hypothesis

H0 The music can influence the customer purchasing behaviour in store.

H1 The music cannot influence the customer purchasing behaviour in store.

References

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