Influence of Pop Music on female Consumer behaviour while shopping at apparel stores in Dublin
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MSc in Marketing
Dublin Business School
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Despite studies that exist on in store environment affecting consumer behaviour, the findings are still contradictory on propositions related to pop music. This research is aimed at studying the influence of Pop music on female customer behaviour. It focuses on the relationship between pop music and their duration of consumers’ stay in the stores which can be related to their purchase intention. The experiment was conducted in Dublin city, on a popular retail store, H&M, a brand that plays pop music as they believe pop music is liked by their target customer. Data was collected through a structured questionnaires which sought to measure customer attitudes and opinions. Data from 87 respondents were received and analysed and this indicated that pop music genre has a high influence on customer’s shopping duration. Moreover, it was found that display and arrangement of merchandise also showed almost similar influence on the customer’s shopping duration. However pop music and its effects were the primary concern of this study. The study managed to find that pop music was preferred by the target customers as predicted by H&M. The results showed that pop music was significantly affecting the time spend in store. It helped customers to stay longer at H&M, therefore resulting in higher purchase probability. However, the study could prove the hypothesis, pop music does play a significant role prolonging the customer’s stay in store, thereby increasing the possibility of customer spending. Hence, pop music can be used effectively in similar retail settings for higher customer satisfaction, shopping duration and increase in sales. Author keywords: Pop music, shopping duration, atmospherics, and retail consumer