Purpose: To assess the effect of a higher price, consumer age, and consumer gender on the relationship between music and consumer choice of food in a lunch restaurant. Methodology: An inductive-deductive approach was used in a three-step study which consisted of three focus groups, an experiment as well as a survey investigation. Findings: While not statistically significant at the 0.05 level, conditioned music showed a small tendency to affect consumer choice of food in a lunch restaurant. The reason for this is arguably a higher price might disrupt the condition music. Age was found to be statistically significant on a 0.05 level. Gender however, was not found to be statistically significant at the 0.05 level. Keywords: Sensory marketing, Consumer behaviour, Perception, Music, Age, price, Gender
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-19435 |
| Date | January 2012 |
| Creators | Henriksson, Dan, Andersson, Fredrik |
| Publisher | Linnéuniversitetet, Ekonomihögskolan, ELNU, Linnéuniversitetet, Ekonomihögskolan, ELNU |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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