INTERNATIONAL JOURNAL OF MANAGEMENT 6510(Online), International Journal of Management (IJM), ISSN 0976 6502(Print), ISSN 0976 (IJM)

ISSN 0976 6502(Print) ISSN 0976 6510(Online) Volume 3, Issue 3, September- December (2012), pp. 152-159 IAEME: www.iaeme.com/ijm.asp Journal Impact Factor (2012): 3.5420 (Calculated by GISI) www.jifactor.com
Volume 3, Issue 3, September- December (2012)

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 Qs 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 Qs 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 stimulis in the store environment in addition to the tangible product or service. In todays 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 customers 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 customers 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 Victorias 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 customers 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.7Its 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 Qs 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 Approx. Chi-Square Df Sig. Reliability Statistics Table No. 2 Cronbach's Alpha .702 N of Items 17 .700 543.220 105 .000

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 Qs comfortable H1: Music in the stores makes waiting in Qs 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 Cronbachs Alpha,
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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
7.1 Demographic Analysis of Respondents

7. DATA ANALYSIS 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 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 26.742 Music in the stores makes waiting in the Q's Comfortable I will recommend the store to others 69.989 I will visit the store again 149.425 16 .019 26.30 Accepted Table No. 4 Alternative Hypothesis (P =0.05)

16 16 12

.044 .000 .000

26.30 26.30 26.30

Accepted Accepted Accepted

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 Qs 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
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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 shoppers 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. 14. S.C.Gupta, Fundamentals of Statistics, sixth revised and enlarged edition, 2010, Himalaya Publishing House, Mumbai, India

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