Effect of Music on Consumer Behaviour

Introduction

In a modern era, people nowadays can’t get away from listening to music in any genre. Music have become a medium as it can influences people performance in everyday activities including shopping and other activities. Sometimes, they do not care about but the mechanisms and the part through this effect is realized as long they get what they wanted.

With the technology today, music has becomes a trend for the grocery store to have music in their building. Music can affect people in many ways in any setting. One of the settings almost everyone experiences is shopping at a supermarket. Supermarkets are complex settings where customers experience several stimuli, not even always consciously.

Marketers use this feature as a motivator in the purchase decision of consumers shopping in different environments due to easy way of manipulation of the music and the fact that music isn’t offensive to the consumer. The music becomes a manifest stimulus, instead of latent. So, music has the characteristic of being unconsciously present at a supermarket, and consequently may influence customer’s behavior more than they are aware off. The outcome of this study will be beneficial to the food seller as the factors can increase peoples’ willingness to consume the product.

Research Background

Currently a lot of music and melody have been use in a grocery store and restaurant as one of their service strategy in order to attract consumer attention to their premise. Through last twenty year, music play as big role in influence people and have effect in making a decision or change the consumer behavior in certain situation. Research has used different music genres, tempos and rhythms as background music to study consumer behavior. Impulsive buying behavior is defined as "an unexpected experience of a sudden impulse and action in a fun way which is a mode based on impulse, without a careful consideration of the ensuing consequences.

Problem Statement

Problem statement 1: The different type of music can give a different effect to consumer

Different type of music can give a different effect to the consumer as the music itself has a different type of genre. As it has created to give a certain influence to people that hear it. In this situation, music acts as a marketing medium to share the experience in different environment. It gives a huge impact to the consumers that can make them eager to come to the premise for the experience.

Problem statement 2: The respond to different aspects of music to consumer

Music can give a certain behavior responds to the consumer. Different kind of consumer will have a different respond toward same music that be heard at the same time in the premise. Some of the music will give a good atmosphere depend on the consumer perspective.

Problem statement 3: The different responses to music in the supermarket affect consumers’ purchasing behavior

Music can give a different perspective toward the product and lead the consumer to purchase the product together with other course that go along. It helps and leads the consumers in give the consumer the feeling to try and purchase. The music should give a high level of addiction to the consumers so that they will keep repeating to come to the place.

Research objectives

Research objective 1: To observe the power of music that can effect to consumer

The music gave the power to the premise so the consumers are willing to come in the premise spending their time.

Research objective 2: To discover the respond to different aspects of music

The consumer will faced some experience and respond while listening to music that have be serve in the premise.

Research objective 3: To investigate the different responses to music in purchasing behavior

The consumers respond is very important toward music that can lead the consumer purchasing behavior to make a purchase and give a good feedback.

Research Question

Research question 1: How the type music can give effect the consumers?

Research question 2: What are the respond consumer get from the music?

Research question 3: Are the music affect in purchasing behavior?

The first variable is the type of music that can give effect to the consumer. Different type of music can make effect. Different aspects of music that can be experienced by people are among others volume, tempo, style, type, genre, familiarity, and likeability (Manyon Angelen, 2016). Volume can be easily measured by a number of decibels. Tempo can be measured by beats per minute. It is harder to define style, type, and genre of a piece of music, but following guidelines, for instance by looking at origin and period, they can be classified in a certain way.

The second variable is the respond the consumer gets from the music. Mehrabian and Russell

(1974) proposed that there are three basic, independent emotional states that mediate the environment-behavior relationship: pleasure-displeasure, arousal-non-arousal and dominance dismissiveness (PAD). Pleasure-displeasure refers to the degree to which a person feels good, joyful, happy or satisfied with the situation. Arousal-non-arousal refers to the level to which a person feels excited, stimulated, alert, or active in the situation. Dominance-submissiveness refers to the extent to which a person feels in control of the situation, or free to act in that situation. These emotional responses will lead to a certain behavioral response, namely approach or avoidance. Approach behavior is, in short, the willingness to stay in or return to the environment. Avoidance behavior is the opposites of approach, desireness to leave the environment and not to return.

Lastly, the third variable is the music effect purchasing behavior. When researching the influence of music, all its many aspects have to be taken into account. And all these aspects have their own influence on different parts of human behavior. To have an overview of these aspects and the responses they trigger, a model can be useful to be sure all aspects and their responses are accounted for. With a model, a basic view of the facts is given to simplify a complex situation. This will give more insight into the situation.

Literature review

Effect of music on consumer behavior

According to preview studies, Background music not only stimulates impulse buying independently, but also interacts with other factors to affect impulsive buying behavior. Background music, coordinating with other factors, has such effects like reducing consumers’ time perception of purchase and waiting, affecting consumers’ perception of the entire environment, increasing sales, influencing consumers’ impulsive buying tendency, changing consumers’ experiencing attitude and promoting consumers’ interaction with the environment (Jia-yin, Tong Liu,Xin li and Yi-wen, 2017). All in all, background music is able to influence consumers’ perception and stimulate consumers’ positive emotion, so that consumers can enjoy the shopping experience and be more likely to have impulsive buying behavior.

Type of music that can give effect to the consumer

Music, which gives a hint about how many overlap there, is within music styles. A type of music often does not belong in just one category but has influences from several sides which makes it fit under several styles. Different people have different preferences of music types. Music can influence your clothing, but also your way of living.

The tempo of music can influence people in their behavior. Fast music, for example, can increase the speed at which one completes a specific task (. When fast music is played, people tend to move faster, especially when the fast music is played loud. Faster moving results in faster heart rates. When you move faster, your body needs more oxygen. To get this oxygen through the body faster, the heart rate will increase. This will affect the physical state.

Slow music can be distracting during frustrating situations, making one feel less stressed or frustrated. Slow tempo music might make people feel less rushed in a crowded area, they will be less stressed and feel more comfortable. People will feel less stressed, and happier. A particular style of music can help people to find a connection with the music and get in touch with certain emotions. They know that they are not the only ones having these emotions after listening to the music.

Music effect purchasing behavior

These responses can be targeted to influence purchasing behavior in a supermarket, in order to stimulate spent in store time, purchasing volume and store evaluation, which eventually will lead to higher sales revenues. For shops, profit is one of the most important targets. Smith and Curnow (2014) show that volume has an impact on the time spent in the supermarket, but not on sales or the reported satisfaction of the customers. There was less time spent when the music was played loud, but the sales were unaffected by the loud music. Too loud music can make people feel uncomfortable in an environment, which will lead to avoidance of this situation. For a supermarket, this behavior is unfavorable, as they wish to attract customers and make them come back again.

Introduction

In a modern era, people nowadays can’t get away from listening to music in any genre. Music have become a medium as it can influences people performance in everyday activities including shopping and other activities. Sometimes, they do not care about but the mechanisms and the part through this effect is realized as long they get what they wanted.

With the technology today, music has becomes a trend for the grocery store to have music in their building. Music can affect people in many ways in any setting. One of the settings almost everyone experiences is shopping at a supermarket. Supermarkets are complex settings where customers experience several stimuli, not even always consciously.

Marketers use this feature as a motivator in the purchase decision of consumers shopping in different environments due to easy way of manipulation of the music and the fact that music isn’t offensive to the consumer. The music becomes a manifest stimulus, instead of latent. So, music has the characteristic of being unconsciously present at a supermarket, and consequently may influence customer’s behavior more than they are aware off. The outcome of this study will be beneficial to the food seller as the factors can increase peoples’ willingness to consume the product.

Research Background

Currently a lot of music and melody have been use in a grocery store and restaurant as one of their service strategy in order to attract consumer attention to their premise. Through last twenty year, music play as big role in influence people and have effect in making a decision or change the consumer behavior in certain situation. Research has used different music genres, tempos and rhythms as background music to study consumer behavior. Impulsive buying behavior is defined as "an unexpected experience of a sudden impulse and action in a fun way which is a mode based on impulse, without a careful consideration of the ensuing consequences.

Problem Statement

Problem statement 1: The different type of music can give a different effect to consumer

Different type of music can give a different effect to the consumer as the music itself has a different type of genre. As it has created to give a certain influence to people that hear it. In this situation, music acts as a marketing medium to share the experience in different environment. It gives a huge impact to the consumers that can make them eager to come to the premise for the experience.

Problem statement 2: The respond to different aspects of music to consumer

Music can give a certain behavior responds to the consumer. Different kind of consumer will have a different respond toward same music that be heard at the same time in the premise. Some of the music will give a good atmosphere depend on the consumer perspective.

Problem statement 3: The different responses to music in the supermarket affect consumers’ purchasing behavior

Music can give a different perspective toward the product and lead the consumer to purchase the product together with other course that go along. It helps and leads the consumers in give the consumer the feeling to try and purchase. The music should give a high level of addiction to the consumers so that they will keep repeating to come to the place.

Research objectives

Research objective 1: To observe the power of music that can effect to consumer

The music gave the power to the premise so the consumers are willing to come in the premise spending their time.

Research objective 2: To discover the respond to different aspects of music

The consumer will faced some experience and respond while listening to music that have be serve in the premise.

Research objective 3: To investigate the different responses to music in purchasing behavior

The consumers respond is very important toward music that can lead the consumer purchasing behavior to make a purchase and give a good feedback.

Research Question

Research question 1: How the type music can give effect the consumers?

Research question 2: What are the respond consumer get from the music?

Research question 3: Are the music affect in purchasing behavior?

The first variable is the type of music that can give effect to the consumer. Different type of music can make effect. Different aspects of music that can be experienced by people are among others volume, tempo, style, type, genre, familiarity, and likeability (Manyon Angelen, 2016). Volume can be easily measured by a number of decibels. Tempo can be measured by beats per minute. It is harder to define style, type, and genre of a piece of music, but following guidelines, for instance by looking at origin and period, they can be classified in a certain way.

The second variable is the respond the consumer gets from the music. Mehrabian and Russell

(1974) proposed that there are three basic, independent emotional states that mediate the environment-behavior relationship: pleasure-displeasure, arousal-non-arousal and dominance dismissiveness (PAD). Pleasure-displeasure refers to the degree to which a person feels good, joyful, happy or satisfied with the situation. Arousal-non-arousal refers to the level to which a person feels excited, stimulated, alert, or active in the situation. Dominance-submissiveness refers to the extent to which a person feels in control of the situation, or free to act in that situation. These emotional responses will lead to a certain behavioral response, namely approach or avoidance. Approach behavior is, in short, the willingness to stay in or return to the environment. Avoidance behavior is the opposites of approach, desireness to leave the environment and not to return.

Lastly, the third variable is the music effect purchasing behavior. When researching the influence of music, all its many aspects have to be taken into account. And all these aspects have their own influence on different parts of human behavior. To have an overview of these aspects and the responses they trigger, a model can be useful to be sure all aspects and their responses are accounted for. With a model, a basic view of the facts is given to simplify a complex situation. This will give more insight into the situation.

Literature review

Effect of music on consumer behavior

According to preview studies, Background music not only stimulates impulse buying independently, but also interacts with other factors to affect impulsive buying behavior. Background music, coordinating with other factors, has such effects like reducing consumers’ time perception of purchase and waiting, affecting consumers’ perception of the entire environment, increasing sales, influencing consumers’ impulsive buying tendency, changing consumers’ experiencing attitude and promoting consumers’ interaction with the environment (Jia-yin, Tong Liu,Xin li and Yi-wen, 2017). All in all, background music is able to influence consumers’ perception and stimulate consumers’ positive emotion, so that consumers can enjoy the shopping experience and be more likely to have impulsive buying behavior.

Type of music that can give effect to the consumer

Music, which gives a hint about how many overlap there, is within music styles. A type of music often does not belong in just one category but has influences from several sides which makes it fit under several styles. Different people have different preferences of music types. Music can influence your clothing, but also your way of living.

The tempo of music can influence people in their behavior. Fast music, for example, can increase the speed at which one completes a specific task (. When fast music is played, people tend to move faster, especially when the fast music is played loud. Faster moving results in faster heart rates. When you move faster, your body needs more oxygen. To get this oxygen through the body faster, the heart rate will increase. This will affect the physical state.

Slow music can be distracting during frustrating situations, making one feel less stressed or frustrated. Slow tempo music might make people feel less rushed in a crowded area, they will be less stressed and feel more comfortable. People will feel less stressed, and happier. A particular style of music can help people to find a connection with the music and get in touch with certain emotions. They know that they are not the only ones having these emotions after listening to the music.

Music effect purchasing behavior

These responses can be targeted to influence purchasing behavior in a supermarket, in order to stimulate spent in store time, purchasing volume and store evaluation, which eventually will lead to higher sales revenues. For shops, profit is one of the most important targets. Smith and Curnow (2014) show that volume has an impact on the time spent in the supermarket, but not on sales or the reported satisfaction of the customers. There was less time spent when the music was played loud, but the sales were unaffected by the loud music. Too loud music can make people feel uncomfortable in an environment, which will lead to avoidance of this situation. For a supermarket, this behavior is unfavorable, as they wish to attract customers and make them come back again.