• Login
    View Item 
    •   DBS eSource Home
    • Masters Dissertations
    • Business & Management
    • View Item
    •   DBS eSource Home
    • Masters Dissertations
    • Business & Management
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Influence of music on consumers aged from 20 to 35 in clothing stores in France

    View/Open
    Dissertation_EmmaBorromini_10552357.pdf (724.4Kb)
    Author
    Borromini, Emma
    Date
    2021
    Degree
    MSc in Marketing
    URI
    https://esource.dbs.ie/handle/10788/4298
    Publisher
    Dublin Business School
    Rights holder
    http://esource.dbs.ie/copyright
    Rights
    Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.
    Metadata
    Show full item record
    Abstract
    In an increasingly competitive world, brands have to find ways to differentiate themselves from their competitors in order to continue to attract consumers and, above all, to build consumer loyalty. Music is omnipresent in daily life; it surrounds us every day wherever it is and influences us as people but also as consumers. This is how music has become an important marketing lever today and continues to develop over the years. The existing literature does not yet seem to have taken the full measure that its use can have for brands, especially since its techniques of use are constantly evolving. This is why the goal of this study is to bring a fresh look at previous research and to investigate in greater depth the influence of music on consumers in clothing stores. The methodology for this includes a quantitative questionnaire on French people between 20 and 35 years old in order to examine whether correlations emerge between the music played in stores, the consumers' behavior, their lived experience, and their perception of the store. The key findings of this research are that music has a very strong influence on salespeople who play a major role in the overall consumer experience. This is how music can, through the salesperson, have both a damaging and profitable effect on the consumer. This research also highlighted correlations between a musical playlist in store adapted to the target and the image of the store and the consumer's buying behavior and perception of the store.
    Collections
    • Business & Management

    Browse

    All of DBS eSourceCommunities & CollectionsBy Issue DateAuthorsSupervisorTitlesSubjectsThis CollectionBy Issue DateAuthorsSupervisorTitlesSubjects

    My Account

    LoginRegister

    Statistics

    View Usage Statistics

    DSpace software copyright © 2002-2023  DuraSpace
    Contact Us | Send Feedback
    DSpace Express is a service operated by 
    Atmire NV