Musikens oanade effekter - En studie om musik i dagligvarubutiker

Detta är en C-uppsats från Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

Författare: Edin Colak; Harry Hed; [2013]

Nyckelord: Retailing; Atmospherics; Music; Sales; Grocery Stores;

Sammanfattning: The retail industry is complex and when it comes to the in-store environment conventional marketing tools seldom find their way. The impacts of in-store atmospherics on customers and the psychological impact the store environment has on their decision-making are rather remarkable. An in-store atmospheric that often is used in order to affect customers is music, in fact it is one of the in-store elements that has been investigated more carefully. Nevertheless, in spite several studies on music and its impact as an in-store atmospheric on customers, it is not yet obvious what applies. To bring some clarity on the subject this study is aspiring to explain what applies when it comes to playing music in grocery stores. The authors examine the effect of foreground and background music on sales in grocery stores and aim to explain the cause of the results that are reached. The study was conducted in three grocery stores during three weeks. Data of 240 676 receipts and 309 surveys was obtained. The results demonstrate that neither foreground nor background music should be used as an atmospheric to influence customer behavior in-store. The findings show a decrease in sales of 11,8 percent between when no music is played and background music and a decrease in sales of 16,5 percent for foreground music. If music is to be used despite these discoveries it should be done with highest caution.

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