Apor i fruktdisken!
eller påverkan av icke-musikaliska ljud inom detaljhandeln
Retail marketing is a field with many different enbranchements. Some of these can be considered relatively well explored, while the lack of knowledge concerning others is almost total. For example, the existing knowledge regardng the possible impact that non-musical sound can have on the customer can be considered non-existent. With this in mind, the intention with the thesis was to closer investigate how non-musical sound can influence the customer's decision process and attitude in and to a grocery store. The authors started out with theories on associative networks and automatic processing. A latin-square designed experiment was conducted in three ICA Maxi-stores during three weekends, when survey data and sales figures were also collected. During these three weekends the customers were exposed to a - in relation to a certain product category - (i) a compatible sound (jungle sound) (ii) a non-compatible sound (cowshed/barn sound) and (iii) a silent control. The results of the study indicate that non-musical sounds can increase sales of certain products, increase the share of non-planned purchases, raise future purchase intention and have a positive influence on the customer's attitude to a specific section and to the grocery store as a whole. In conclusion, the authors also find that it is of importance to work with the current sound image in a grocery store environment and not to add more sounds before control has been taken over said sound image.