Role of Music in Encouragement of Shopping

Document Type : Research Paper

Authors

1 Associate Professor of Business Management, Department of Management, Islamic Azad University of Arak

2 Master of Business Management, Department of Management, Islamic Azad University of Arak

Abstract

Playing the music in stores is one of the new methods to attract more customers and to increase their stay in the shop. Nowadays, large retail shops use this method. In a retail environment, music can serve as a strong emotional stimulus. This study, conducted in the field of consumer behavior, is about the role of music in persuading people to do more shopping. The research methodology is survey, and, in terms of purpose, the study is an applied one. The results were obtained using structural equation analyses. The study population consists of the customers of large stores in the city of Arak who were purchasing and, at the same time, listening to music playing in the stores. According to the results, music affects shopping, as an important behavior, by giving the customers a good feeling and making them spend more time in the store and buy more goods.

Keywords

References

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Journal of Business Administration Researches
Volume 10, Issue 20
February 2019
Pages 153-167

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