INTERNATIONAL
JOURNAL
OF –MANAGEMENT
International
Journal of Management
(IJM), ISSN 0976
6502(Print), ISSN 0976 –(IJM)
6510(Online),
Volume 3, Issue 3, September- December (2012)
ISSN 0976 – 6502(Print)
ISSN 0976 – 6510(Online)
Volume 3, Issue 3, September- December (2012), pp. 152-159
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IJM
©IAEME
A STUDY OF IMPACT OF MUSIC ON CUSTOMER BUYING BEHAVIOR
IN RETAIL
VIJAY. R. KULKARNI
Assistant Professor
Sinhagad Institute of Management and Computer Applications
Pune, Maharashtra, India
Email: vijaykulkarni_r@rediffmail.com
ABSTRACT
The study is about finding out the impact of music on retail shoppers. The study was conducted
at Pune. The objectives of the study are whether music results in 1) Relaxed atmosphere while
shopping 2)Motivating the customers to buy more, 3) Spending more time in the stores,4)Makes
waiting in the Q’s comfortable, 5)Customer recommending the stores to others and 6) Customer
intentions to visit the stores again. For the purpose of the study Exploratory Research Design is
used. Convenience sampling method is adopted for the study. Survey method is used for
collecting the data. The data is collected through intercepts at stores. A well structured
questionnaire is designed for the study and due care is taken to avoid any kind of ambiguity. The
sample for the study is 128 respondents. Nominal scale is used for all the variables except age,
income, family size wherein ratio scale is used. The study was conducted during the period
01.07.2012 to 15.08.2012. SPSS 17 versions is used for data analysis. The findings of the study
are 1) Music creates relaxed atmosphere while shopping, 2) Music motives the customers to buy
more, 3) Music leads to customers spending more time in the stores, 4) Music waiting in Q’s
comfortable, 5) Excellent shopping experience due to music leads customers to recommend
stores to others, and 6) Enjoyable shopping experience due to music in the stores results in
customers visiting the stores again.
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International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 – 6510(Online),
Volume 3, Issue 3, September- December (2012)
Key Words: Music, Shopping Experience, recommending stores to others, SPSS17
1. INTRODUCTION
Consumers are not buying product/services in the traditional sense any more. Customer today
are looking at purchasing as experiential activity and would like to enjoy the entire process of
buying from the word go to the post purchase stage. However due to changes in the marketing
environment the technological revolution, information explosion, changing demographics of the
consumers at large, evolution in the culture, the retailers can no longer afford to stick to the old
ways of doing the business. The expectations of customers are moving more to the quality of the
transaction and experience rather than mechanical chore of buying the products. Therefore the
retailers have over time acknowledged these changes and are changing their marketing mix with
much emphasis, all things being equal, on store atmospherics, which includes various elements
like colour, lighting, visual merchandizing etc. While going through the process of buying the
customers respond to various stimuli’s in the store environment in addition to the tangible
product or service.
In today’s highly competitive market situation, organized retailers in India have a formidable
task of meeting the competition from the small retailers on one hand and with a heavy
infrastructure and costs of operation make the business profitable. The four Ps of marketing
remaining the same, unless the retailers differentiate themselves and appeal to the five senses of
the customers they would fail in attracting and retaining the customers. Today in addition to in
store design and displays, retailers need innovatively use the various elements that appeal to the
senses of the customers viz. (smell) perfumes and fragrances, flooring, coloring, lighting,
graphics to create an environment evoking a WOW from the customers.
It has been demonstrated by research over the years that sounds and music influence the
shopping experience in retail atmospherics and can affect the consumers in tangible ways. Music
in the retail space can be honed to reflect the brand, enhance the customer experience and
reinforce consumer aspirations, promoting higher sales and is come to occupy a important place
in the store atmospherics
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International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 – 6510(Online),
Volume 3, Issue 3, September- December (2012)
2. LITERATURE REVIEW
All things being equal, retailers can reengineer the store atmospherics’ and mood by changing
the music to be played in the store according to the profile of the store as well as its customers.
By incorporating appropriate music as an element of store atmospherics at the appropriate time
can transform the customer’s mood, motivate them, place them in the right state of mind, create
and reinforce the retail brand, create a indelible impression on the customers mind and spread a
good word of mouth.1In the context of retail environment music impacts the emotions of the
retail customers and music, other things being equal, has phenomenal impact on sensory
experience of shoppers2 Research suggests a relationship between characteristics of
environmental music and both the actual and perceived amount of time devoted to a task;
however, no study has looked at both effects simultaneously. In addition, most research on store
music has varied actual qualities of the music (e.g., tempo), and not consumer perceptions of it
(e.g., familiarity or liking). Both approaches are useful because retailers may select music based
on its listener responses and familiarity as well as its other qualities.3 Dissatisfaction on the part
of customers due to delays in billing time or rendering of service in retail environment can be
reduced by manipulating the elements of stores atmospherics which the retailers can control.
The elements which stimulate the customer’s emotions and thoughts and feelings and are under
the control of the retailers can be manipulated which can dilute the dissatisfaction due to delays
and reduce the strain of waiting time on the customers. Amongst other things Music is an very
important element which can be manipulated by the retailers.4 Retailers should carefully select
ambient odors and music style and tempos from their marketing toolbox. These variables are
among the least expensive techniques to enhance shoppers’ emotions and perceptions.5The
power of in-store music has been highlighted in a few studies since the early 1980s. Morrison
(2001) pinpointed the success of the US lingerie chain Victoria’s Secret where evidence revealed
shoppers’ unconscious had been motivated by the playing of classical music, in fact it was more
influential on decision making than the product itself: it created a prestigious store atmosphere,
leading to a customer perception of higher merchandise and service quality. In this case such a
positive impact on a customer’s mood brought about by the music has manifested itself in the
purchase decision.6 These results suggest that different musical styles produced differences in the
general perceived characteristics of the restaurant. For example, no music was associated with
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International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 – 6510(Online),
Volume 3, Issue 3, September- December (2012)
the restaurant being perceived as the least upbeat, classical music with the restaurant being
perceived as the most up-market/sophisticated and popular music with the restaurant being
perceived as the most upbeat. Jazz music was associated with the restaurant being perceived as
the least peaceful/passive and the most invigorating/stimulating, and easy listening with the
restaurant being perceived as the most tacky.7It’s important for retailers to consider the
‘soundscape’ of the retail environment, especially as the perceived congruence between music
and the brand or retail product has proven to affect consumers’ in-store response, dwell time and
perceptions of brand. As our auditory sense is keenly developed, unattractive or unappealing
sounds can literally drive customers away, but by the same measure the targeted or timed use of
sound stimulation can be used to attract - or maintain - shoppers in a featured location.8
3. RESEARCH OBJECTIVES
For the purpose of the study the following research objectives have been formulated
1. To find out whether listening to music creates a relaxed atmosphere while shopping in the
stores
2. To find out whether music motivates customers to buy more
3. To find out whether pleasant atmosphere created by music makes customers spend more
time in the store
4. To find out whether music in the stores makes waiting in Q’s comfortable
5. To find out the customer intentions to recommend stores to others due to pleasurable
shopping environment created by music in the stores
6. To find out the customers intentions to visit the stores again
4. RESEARCH METHODOLOGY
For the purpose of the study Exploratory Research Design is used. Convenience sampling
method is adopted for the study. Survey method is used for collecting the data. The data is
collected through intercepts at stores. A well structured questionnaire is designed for the study
and due care is taken to avoid any kind of ambiguity. The sample for the study is 128
respondents. Nominal scale is used for all the variables except age, income, family size wherein
ratio scale is used. The study was conducted in Pune city. The study was conducted during the
period 01.07.2012 to 15.08.2012
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International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 – 6510(Online),
Volume 3, Issue 3, September- December (2012)
KMO and Bartlett's Test
Table No.1
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
Bartlett's Test of
Sphericity
.700
Approx. Chi-Square
543.220
Df
105
Sig.
.000
Reliability Statistics
Table No. 2
Cronbach's Alpha
N of Items
.702
17
5. RESEARCH HYPOTHESIS
1. Ho: Listening to music does not create relaxed atmosphere in the stores
H1: Listening to music creates a relaxed atmosphere in the stores
2. Ho: Music does not motivate customers to buy more
H1: Music motivates customers to buy more
3. Ho: Pleasant environment created by music does not make customers spend more time in
the store
H1: Pleasant environment created by music makes customers spend more time in the
store
4. Ho: Music in the stores does not make waiting in Q’s comfortable
H1: Music in the stores makes waiting in Q’s comfortable
5. Ho: Pleasant experience in the store due to music does not make customers’ to
recommend the store to others
H1: Pleasant experience in the store due to music makes customers’ to recommend the
store to others
6. Ho: Pleasant shopping experience due to music does not result in customers visiting the
store again
H1: Pleasant shopping experience due to music results in customers revisiting the store
again
6. DATA ANALYSIS TOOLS
For the purpose of this study the following statistical tools were used
• SPSS- Scale Reliability Cronbach’s Alpha,
156
International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 – 6510(Online),
Volume 3, Issue 3, September- December (2012)
•
•
•
•
•
SPSS-Kaiser-Meyer-Olkin Measure of Sampling Adequacy,
SPSS-Cross Tabulation
Chi-Square Test
Tables &
Percentages
7. DATA ANALYSIS
7.1 Demographic Analysis of Respondents
Table No. 3
Gender
Frequency
Percentage
Male
92
71.9
Female
36
28.1
Total
128
100.0
AGE
Frequency
Percentage
20-25
84
65.6
26-35
30
23.4
36-45
10
7.8
46-55
2
1.6
56-65
2
1.6
Total
128
100.0
Marital Status
Frequency
Percentage
Married
34
26.6
Not Married
94
73.4
Total
128
100.0
Qualification
Frequency
Percent
10+2
14
10.9
Graduate
67
52.3
PG
26
20.3
PG+
19
14.8
Professional
2
1.6
Total
128
100.0
Social Status
Frequency
Percent
Middle
81
63.3
High. Middle
34
26.6
Upper Middle
7
5.5
Upper Upper
6
4.7
Total
128
100.0
Source: Survey Data
Type of Family
Frequency Percentage
Joint
40
31.2
Nuclear
88
68.8
Total
128
100
Members in family
Frequency
Percent
1
8
6.3
2
70
54.7
3
30
23.4
4
8
6.3
5
8
6.3
6
4
3.1
Total
128
100
Occupation
Frequency
Percent
Student
55
43.0
House Wife
7
5.5
Employee
40
31.3
Professional
15
11.7
Business man
11
8.6
Total
128
100.0
Family Income Per Month
Frequency
Percent
20-50k
53
41.4
51-70k
34
26.6
71-90k
9
7.0
91-110k
11
8.6
111-130k
7
5.5
131k+
14
10.9
Total
128
100.0
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International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 – 6510(Online),
Volume 3, Issue 3, September- December (2012)
7.2 Chi-Square Results
Table No. 4
Alternative Hypothesis (P =0.05)
Pearson
DF Signi
Table Alternate
Chificance
Value Hypothesis
Square
(2sided)
Listening to Music creates a relaxed
.001
26.30
Accepted
38.522 16
atmosphere while shopping
56.541 16
.000
26.30
Accepted
Music in the store motivates me to buy more
Pleasant environment created by
29.739
Music makes me spend more time in
the store
Music in the stores makes waiting in the Q's26.742
Comfortable
I will recommend the store to others
69.989
16
.019
26.30
Accepted
16
.044
26.30
Accepted
16
.000
26.30
Accepted
I will visit the store again
12
.000
26.30
Accepted
149.425
8. FINDINGS
1. The study reveals that music creates a relaxed atmosphere in the store.
2. Music in the store by creating a relaxed atmosphere and relaxing the customer motivates
the customers to buy more.
3. By creating a pleasant atmosphere in the store music makes the customers to spend more
time in the stores.
4. Due to the relaxed store environment and creating a relax state of mind for customers the
time spend in the Q’s is made comfortable for the store.
5. Due to pleasant experience created by music customers recommend the store to others
6. Due to the enjoyable experience while buying in the store the customers tend to visit the
store again
9. CONCLUSION
The study brings out the fact clearly that music is versatile & has the ability to relax people
physically, mentally and emotionally. Due to its capability to engage people it can contribute to
the stores environment. Music by creating relaxed store environment and creating a relaxed state
of mind for customers makes waiting time in the Qs comfortable and motivates the customers to
buy more. Pleasant experience in the store due to music creates and spreads good word of mouth
158
International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 – 6510(Online),
Volume 3, Issue 3, September- December (2012)
leading to more foot falls in the store. Music can be used as a catalyst by the retailers to create
differentiation. Music therefore can be rated as a very important element in the store
environment and can be strategically used by understanding demographics and psychographics
of its target market, and can create a stimulating audio environment in the stores making
customers feel relaxed, comfortable, delighted & spend more time in the stores and translating it
into more sales.
10. REFERENCES
1. Michael Morrison. The Power of In-store Music and its Influence on International Retail
Brands and Shopper Behaviour: A Multi-Case Study Approach
2. Schmitt, B, 1999, Experiential Marketing: How to Get Customers tp Sense, Feel, Think
Act and Relate to Your Company and Brands, The Free Press, New York.
3. The Effects of Music in a Retail Setting on Real & Perceived Shopping Times.
http://faculty.bschool.washington.edu/ryalch/Research/atmosphe.html
4. Kellaris, J. and Kent, R, 1992, The Influence of Music on Consumers‟ temporal
Perceptions: Does Time Fly When you are Having Fun, Journal of Consumer
Psychology, Vol. 1, No. 4, pp. 161-173.)
5. Richard Michon* Jean-Charles Chebat. The Interaction Effect of Background Music and
Ambient Scent on the Perception of Service Quality. SERVICE WITH A CITRIC
NOTE:
http://www.ryerson.ca/~rmichon/Publications/Odour%20Music%20Service%20Quality.p
df
6. Brenda Soars. What every retailer should know about the way into the shopper’s head.
http://soundenvironments.co.uk/pdfs/WayIntoShoppersHead200312.pdf
7. STEPHANIE WILSON. The effect of music on perceived atmosphere and purchase
intentions
in
a
restaurant.
http://esf.ccarh.org/254/254_LiteraturePack1/Restaurant_Music_Wilson.pdf
8. Stephen Ogden-Barnes & Danielle Barclay
Store Sense Reclaiming the four walls
with sensory engagement The Retail Acumen Series
9. Greg W.Marshall, Mark W. Johnston. Marketing Management. New York. 2010.
McGraw-Hill Irwin
10. Michael Levy, Barton A Weitz and Ajay Pandit. Retailing Management, Sixth Edition.
Chapter 18, New Delhi. Tata McGraw-Hill Publishing Company Limited.
11. C.R.Kothari, Research Methodology, Methods & Techniques by, Second revised edition,
2010, New Age International (P) Ltd, New Delhi, India.
12. Schiff man & Kanuk, Consumer Behaviour, 9th Edition, Pearson.
13. Anantnarayan & Jayashree Nimagadda. A Hand Book of Research Process - 2009
edition, Macmillan Publishers India Limited, New Delhi, India.
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Himalaya Publishing House, Mumbai, India
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