Abstract The topic ‘The effects of music in the supermarket on consumer behavior, sales, and customer state of mind’ was assessed to try and analyse the emotional differences that may occur as well as the sales variations that may arise from playing music in a supermarket. The reason for this study is that grocery stores are very common and abundant in most neighborhoods, as is man’s necessary consumption of food. In almost every city grocery stores must compete hard against each other in order to succeed in offering the most appealing options to consumers. This has contributed to most consumers selecting the store they find most comfortable with, both in terms of supply of quality products as well as customer service. For a supermarket to be perceived as warm inviting and welcoming there are many different aspects that come into play. Music is something that has existed for many years and it is something that people are very familiar with. Given that music is often an important part of human life as it can affect people in different ways. Music affects us on a psychological and physiological level; therefore one can use music for the purposes of marketing and promotions. In this essay, however, the psychological and physiological influences shall be excluded due to the complexity that is associated with these concepts. Music has long been a part of marketing processes, such as when a familiar melody is paired with a specific product. This issue has contributed to the aims of this paper as we examine why and how music can influence a food consumer. In this paper, we explore the effects of music being played in the background in grocery stores, or not. We will also examine how different tempos of music affect the consumer’s manner during food shopping. The study's main purpose is to try to clarify for the marketer and the shop owner what kind of music and tempo affect consumers in a positive light, as well as positively influencing the shops turnover. By understanding how music affects consumers, the musical selection process may become easier if store owner or marketer does decide to incorporate music in a supermarket. Our theoretical framework contained in the paper will function as a guide for the study and lead it in the right direction. The theoretical framework that is established in the paper includes the main topics of music, the influence of perceptual and emotional music, tempo of the music, mood created through 3 music and the MR model, which aims to explore how the environment within a store affects the consumer. The theory chapter describes how music influences are complex and this is also illustrated by a variety of similar, already existing studies. By having a description of the complexity of music we hope to improve the readers understanding for the word ‘music’, as well as for our study. In addition to the description, these theories operate as tools for the study analysis. This method is used in the survey is a quantitative method. The data collection method used was in the form of a survey approach. We also had an expected quota to fill during the three days that the investigation would take place. The questionnaire was pre-designed and contained pre-determined topics. Each day, the quota was a minimum of one hundred and fifty respondents, and these people were asked to complete seven key questions within the questionnaire. The results from the survey were compiled and presented in the paper. The compositional data will be important for the analysis of the data material, and for the determination of how effective music can be in a grocery store. Through analysis, we consider the influence of music on consumers.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:kau-6070 |
| Date | January 2010 |
| Creators | Halldin, Dan, Johansson, Eric |
| Publisher | Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT, Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | Karlstad University Studies, 1403-8099 |
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