The Influences of Background Music on Consumers' Buying Behaviour

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“The Influences of Background Music on the Consumers’ Buying Behaviour”

Table of Contents
IndexPage
Chapter 1: Introduction……………………………………………………….....4-8
1.1 Background of the study………………………………………………4
1.2 Problem statement……………………………………………………..5
1.3 Research questions…………………………………………………….5
1.4 Research objectives………………………………………………........6
1.5 Significance of study……………………………………………...…...6
1.6 Scope of the study…………………………………………………...6-7
1.7 Operational definition…………………………………………………7
1.8 Organisational of research…………………………………………...7-8
Chapter 2: Literature Review………………………………………………..…..9-12
Chapter 3: Research Methodology……………………………………………..13-18
3.1 Research framework…………………………………………………...13
3.2 Hypothesis development ……………………………………………...14
3.3 Research design…………………………………………….……...14-15
3.4 Research instruments……………………………………………….…15
3.5 Sampling method……………………………………………………...16
3.6 Data Collection…………………………………………………….16-17
3.7 Data analysis methods……………………………………………..17-18

Chapter 4: Research Findings and Discussion………………………………...19-24
4.1 Descriptive analysis………………………………………………..19-21
4.2 Reliability analysis………………………………………………….…22
4.3 Hypothesis testing………………………………………………....22-24
Chapter 5: Conclusion…………………………………………………………..25-28
5.1 Research findings……………………………………………………..25
5.2 Knowledge implications……………………………………………….26
5.3 Managerial Implications………………………………………………26
5.4 Discussion of research objectives………………………………….26-27
5.5 Limitations of the research……………………………………………27
5.6 Recommendations for future study…………………………………..28
5.7 Conclusion……………………………………………………………28
Reference………………………………………………………………………....29-30
Appendix…………………………………………………………………………31-37

CHAPTER 1: INTRODUCTION

In order to provide a better understanding towards this research, the background of the research will be explained in this chapter. Besides that, this chapter will briefly explain the problems statement of this research as well. The objective of this research is to identify the influences of the different tempo of background music on customers’ purchasing intention. At the same time, the research question, significance of study, scope of the study and organisational of this research will be discussed in this chapter.

1.1 Background of the Research
Since years of 1980s, researchers have found that background music may affect the perceptions and shopping behavior of customers. Studies by Hui, Dubé, and Chebat (1997), the consciousness of waiting time will be influenced if the customers have the positive reaction towards the background music played in trading market. Such findings have provided great chances for the business owner to influence customer attitudes and their perceptions on the overall quality of the store by using the atmosphere of the trading market environment.

Music is one of the critical elements which affect a store’s atmosphere (Alpert and Alpert, 1990). Base on North and Hargreaves (1998) researches, the proper or suitable background music can change the customers’ perceptions towards an organization and also influence the customers’ purchasing intentions in trading market. As the result, customers were willing to pay more.

1.2 Problem Statement
Generally, majority of us including those business owners thought that background music is employed in the background of market places to act as a medium which entertain their customers. In fact, it can also be used to achieve other objectives; to improve the shop image and to stimulate customers purchasing in the particular shop or store (Ronald E.Milliman, 1982).

Although several researches have proven that background music will affect the consumer buying behavior (Areniand Kim, 1993; Donavan and Rossiter, 1982; Smith andCurnow,1966), however, the background music in the market place nowadays are still generally been chosen base on intuition rather than on strong empirical results. The...
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