Musik i livsmedelsbutik
Konsumentpåverkan genom bakgrundsmusik
AbstractThe topic ?The effects of music in the supermarket on consumer behavior,sales, and customer state of mind? was assessed to try and analyse the emotionaldifferences that may occur as well as the sales variations that may arise fromplaying music in a supermarket. The reason for this study is that grocery storesare very common and abundant in most neighborhoods, as is man?s necessaryconsumption of food. In almost every city grocery stores must compete hardagainst each other in order to succeed in offering the most appealing options toconsumers. This has contributed to most consumers selecting the store theyfind most comfortable with, both in terms of supply of quality products as wellas customer service. For a supermarket to be perceived as warm inviting andwelcoming there are many different aspects that come into play.Music is something that has existed for many years and it is something thatpeople are very familiar with. Given that music is often an important part ofhuman life as it can affect people in different ways. Music affects us on apsychological and physiological level; therefore one can use music for thepurposes of marketing and promotions. In this essay, however, thepsychological and physiological influences shall be excluded due to thecomplexity that is associated with these concepts. Music has long been a part ofmarketing processes, such as when a familiar melody is paired with a specificproduct.This issue has contributed to the aims of this paper as we examine why andhow music can influence a food consumer. In this paper, we explore the effectsof music being played in the background in grocery stores, or not. We will alsoexamine how different tempos of music affect the consumer?s manner duringfood shopping. The study's main purpose is to try to clarify for the marketerand the shop owner what kind of music and tempo affect consumers in apositive light, as well as positively influencing the shops turnover. Byunderstanding how music affects consumers, the musical selection process maybecome easier if store owner or marketer does decide to incorporate music in asupermarket.Our theoretical framework contained in the paper will function as a guide forthe study and lead it in the right direction. The theoretical framework that isestablished in the paper includes the main topics of music, the influence ofperceptual and emotional music, tempo of the music, mood created through3music and the MR model, which aims to explore how the environment within astore affects the consumer. The theory chapter describes how music influencesare complex and this is also illustrated by a variety of similar, already existingstudies. By having a description of the complexity of music we hope to improvethe readers understanding for the word ?music?, as well as for our study. Inaddition to the description, these theories operate as tools for the study analysis.This method is used in the survey is a quantitative method. The data collectionmethod used was in the form of a survey approach. We also had an expectedquota to fill during the three days that the investigation would take place. Thequestionnaire was pre-designed and contained pre-determined topics. Eachday, the quota was a minimum of one hundred and fifty respondents, and thesepeople were asked to complete seven key questions within the questionnaire.The results from the survey were compiled and presented in the paper. Thecompositional data will be important for the analysis of the data material, andfor the determination of how effective music can be in a grocery store.Through analysis, we consider the influence of music on consumers.