How Does Music Affect Shopping Behaviour
My hypothesis shall be tested using the following methods to analyse its reliability:
I. Research existing studies that test the effects of music on various aspects of shopping behaviour to get an idea of what to expect
II. Carry out questionnaires to find out client preferences of items that are being advertised with music vs. those without advertisements and why they like the products.
III. Do a body count on shoppers going into similar stores or the same (one that plays music and one doesn’t) to check possible shopping intent.
IV. Collect all the data and come up with a conclusion.
By completing objectives 1-3, objective 4 will be possible through the comparison of results in determining whether in fact my hypothesis is correct or …show more content…
In their study, 302 students were still meant to listen to pleasant and unpleasant music. The pen colours were also changed to yellow and white (based on neutrality studies as well) and the music selection was changed according to popularity. The test subjects were also obliged to watch a 1 minute presentation about the pens before they were given the choice of selecting which one they wanted to keep. Rather than having the students indicate which pen they selected, the pens had different coloured ink so the researchers already knew. They too were given a questionnaire to find out how they regarded the music that was playing but the scale had been changed to 1(dislike very much) – 7 (like very much) (Kellaris & Cox, 1998). The results were as follows in Table …show more content…
The investigation was being made to see if there was any relation to the music that played (Classical music or Top 40) and the amount of merchandise that was handled, examined, bought and the amount of time the customers spent in there. The experiment was taking place every Friday for 17 weeks with alternations of musical genre playing every week but never having them both play on the same night. Special occasions at the restaurant and holidays were taken into consideration when collecting the data so as not to influence the results. The final scores of the experiment showed that regardless of the music playing in the background, the number of bottles that were examined, the amount of bottles bought and the amount of time spent in the cellar didn’t vary significantly. However, there was a drastic impact on the amount of money spent in the cellar when the classical music was playing. The results confirm that rather than having an impact on the amount of bottles sold, the music had an effect on the pricing of the bottles sold. More expensive wine was bought on the nights when the classical music was playing. One of the theories as to why that happened is that the classical music may have put pressure on the customers, making them feel as though only expensive purchases were acceptable in the sophisticated environment they were in (Areni & Kim,
I. Research existing studies that test the effects of music on various aspects of shopping behaviour to get an idea of what to expect
II. Carry out questionnaires to find out client preferences of items that are being advertised with music vs. those without advertisements and why they like the products.
III. Do a body count on shoppers going into similar stores or the same (one that plays music and one doesn’t) to check possible shopping intent.
IV. Collect all the data and come up with a conclusion.
By completing objectives 1-3, objective 4 will be possible through the comparison of results in determining whether in fact my hypothesis is correct or …show more content…
In their study, 302 students were still meant to listen to pleasant and unpleasant music. The pen colours were also changed to yellow and white (based on neutrality studies as well) and the music selection was changed according to popularity. The test subjects were also obliged to watch a 1 minute presentation about the pens before they were given the choice of selecting which one they wanted to keep. Rather than having the students indicate which pen they selected, the pens had different coloured ink so the researchers already knew. They too were given a questionnaire to find out how they regarded the music that was playing but the scale had been changed to 1(dislike very much) – 7 (like very much) (Kellaris & Cox, 1998). The results were as follows in Table …show more content…
The investigation was being made to see if there was any relation to the music that played (Classical music or Top 40) and the amount of merchandise that was handled, examined, bought and the amount of time the customers spent in there. The experiment was taking place every Friday for 17 weeks with alternations of musical genre playing every week but never having them both play on the same night. Special occasions at the restaurant and holidays were taken into consideration when collecting the data so as not to influence the results. The final scores of the experiment showed that regardless of the music playing in the background, the number of bottles that were examined, the amount of bottles bought and the amount of time spent in the cellar didn’t vary significantly. However, there was a drastic impact on the amount of money spent in the cellar when the classical music was playing. The results confirm that rather than having an impact on the amount of bottles sold, the music had an effect on the pricing of the bottles sold. More expensive wine was bought on the nights when the classical music was playing. One of the theories as to why that happened is that the classical music may have put pressure on the customers, making them feel as though only expensive purchases were acceptable in the sophisticated environment they were in (Areni & Kim,