<p><p><strong>Abstract</strong></p><p>The topic ‘The effects of music in the supermarket on consumer behavior,</p><p>sales, and customer state of mind’ was assessed to try and analyse the emotional</p><p>differences that may occur as well as the sales variations that may arise from</p><p>playing music in a supermarket. The reason for this study is that grocery stores</p><p>are very common and abundant in most neighborhoods, as is man’s necessary</p><p>consumption of food. In almost every city grocery stores must compete hard</p><p>against each other in order to succeed in offering the most appealing options to</p><p>consumers. This has contributed to most consumers selecting the store they</p><p>find most comfortable with, both in terms of supply of quality products as well</p><p>as customer service. For a supermarket to be perceived as warm inviting and</p><p>welcoming there are many different aspects that come into play.</p><p>Music is something that has existed for many years and it is something that</p><p>people are very familiar with. Given that music is often an important part of</p><p>human life as it can affect people in different ways. Music affects us on a</p><p>psychological and physiological level; therefore one can use music for the</p><p>purposes of marketing and promotions. In this essay, however, the</p><p>psychological and physiological influences shall be excluded due to the</p><p>complexity that is associated with these concepts. Music has long been a part of</p><p>marketing processes, such as when a familiar melody is paired with a specific</p><p>product.</p><p>This issue has contributed to the aims of this paper as we examine why and</p><p>how music can influence a food consumer. In this paper, we explore the effects</p><p>of music being played in the background in grocery stores, or not. We will also</p><p>examine how different tempos of music affect the consumer’s manner during</p><p>food shopping. The study's main purpose is to try to clarify for the marketer</p><p>and the shop owner what kind of music and tempo affect consumers in a</p><p>positive light, as well as positively influencing the shops turnover. By</p><p>understanding how music affects consumers, the musical selection process may</p><p>become easier if store owner or marketer does decide to incorporate music in a</p><p>supermarket.</p><p>Our theoretical framework contained in the paper will function as a guide for</p><p>the study and lead it in the right direction. The theoretical framework that is</p><p>established in the paper includes the main topics of music, the influence of</p><p>perceptual and emotional music, tempo of the music, mood created through</p><p>3</p><p>music and the MR model, which aims to explore how the environment within a</p><p>store affects the consumer. The theory chapter describes how music influences</p><p>are complex and this is also illustrated by a variety of similar, already existing</p><p>studies. By having a description of the complexity of music we hope to improve</p><p>the readers understanding for the word ‘music’, as well as for our study. In</p><p>addition to the description, these theories operate as tools for the study analysis.</p><p>This method is used in the survey is a quantitative method. The data collection</p><p>method used was in the form of a survey approach. We also had an expected</p><p>quota to fill during the three days that the investigation would take place. The</p><p>questionnaire was pre-designed and contained pre-determined topics. Each</p><p>day, the quota was a minimum of one hundred and fifty respondents, and these</p><p>people were asked to complete seven key questions within the questionnaire.</p><p>The results from the survey were compiled and presented in the paper. The</p><p>compositional data will be important for the analysis of the data material, and</p><p>for the determination of how effective music can be in a grocery store.</p><p>Through analysis, we consider the influence of music on consumers.</p></p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:kau-6070 |
| Date | January 2010 |
| Creators | Halldin, Dan, Johansson, Eric |
| Publisher | Karlstad University, Faculty of Economic Sciences, Communication and IT, Karlstad University, Faculty of Economic Sciences, Communication and IT |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, text |
| Relation | Karlstad University Studies, 1403-8099 |
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