¶ … Music on Grocery Store Shopper Habits
Marketers continuously attempt to influence shopper habits by manipulating their environment. It has been known since the early 1970s that factors such as lighting, layout, sounds, colors and temperature invoke emotional responses in consumers (Kotler, 1973). Research has shown that the amount of time spent in a restaurant was directly related to the amount of money spent (Caldwell and Hibbert, 2002). Musical preferences were found to play a factor in the restaurant experience. However, the tempo of the music was not found to be significant (Caldwell and Hibbert, 2002). Several researchers have focused on the effects of music on consumer behavior (North, Hargreaves, and McKendrick, 1996; Yalch & Spangenberg, 1990; Milliman, 1982).
There have been two types of studies performed regarding the subject of environment and shopper behavior. The first group of studied treats the store atmosphere as a whole. Other studies focused on one element of the atmosphere. Areni and Kim (1993) studied the influence on different types of music on consumer behavior. Some studies focused on one particular aspect of the music on consumers. Factors such as the presence or absence of music (Park and Young, 1986), musical preferences (Gorn, 1982; Yalch & Spangenberg, 1993), and various factors such as elements of the structure of the music (Alpert & Alpert, 1990) were found to have an influence on shopper behavior. It is believed that music affects shopping habits by effecting arousal mechanisms in the brain (Kellaris, and Kent, 1991).
Many studies have been conducted on department stores and restaurants. However none have focused on grocery store activity. This is a service related atmosphere, but poses a different research environment that n other service industries such as general department stores and restaurants. People go to department stores and restaurants primarily for entertainment. They may buy basic necessities such as clothes or appliances. However, people go to the grocery store for food, a necessity of life. It is assumed that people go to grocery stores with a particular budget in mind and that they will be more frugal in their shopping habits than in the department store atmosphere. In addition most people go to the grocery store on a regular basis. This provides the chance to measure consumer habits over time. This study makes the basic assumption that grocery store shoppers are of a different mind set than those who are shopping for entertainment purposes.
Several studies have suggested several effects similar to the element being studies. Smith and Curnow (1966) demonstrated that if loud music was played in a supermarket, customers spent less time shopping. Milliman (1982) demonstrated that music tempo affected the speed with which consumers moved around a store and reported a 38% increase in sales when the store played slow music rather than fast music. Both of these studies support the premise of the hypothesis that will be the subject of this research.
This study will expand on previous research and determine if music being played on a grocery store intercom will have an influence on shopper behavior. Previous studies have shown that music had a positive effect on the time spent in restaurants and stores and that the time spent had a direct relationship to the amount spent. This study will expand on previous research and attempt to answer the question of, "Will music influence shoppers in a grocery store?" The research will focus on the effects of music on a grocery store environment and the time spent in the store. In addition it will measure the amount of money spent vs. The amount of time spent in the store. This research will test the hypothesis that when musician ins played, regardless of the type of music played, that shoppers will spend more time and more money as opposed to the amount of time and money spent when the music is not being played.
Methodology
The primary focus of this study is to determine if music effects the amount of time spent in the grocery store and if it has an effect on the amount of money spent in the store. This will be an observational experiment conducted at a local supermarket. The study will involve a series of observations that will take place during various times of the day and different days of the week. This method will involve the shopping habits of customers due to social factors. For instance, shoppers on a Saturday may be more apt to spend more...
Sharing Copyrighted Digital Media Illegally is Like Piracy Although precise figures are unavailable, the music industry claims that illegal file-sharing practices are costing the industry billions of dollars in lost revenues each year (Gunter 32). Advocates of unlimited file sharing counter that the practice allows consumers to sample music they would not otherwise consider purchasing and that music sales are actually increased by illegal file sharing (Gunter 32). Moreover, illegal
social media of hotel industry influence consumer purchasing behavior 24/09/2015 Prominent examples of social media Business Use of Social Media Social media and consumer purchasing Role of Social media in Advertising and Marketing Social Media Marketing Evidence of importance of Social Media Marketing Impact of Social Media Marketing on Consumer Purchasing Behavior The Herding Effect Theory of Social Impact Social Media Influence Factors on Consumers Social Media in the Hotel Industry Social media and Thailand Hotels Approaches to Methodology Outline of research Method Sample
Consumer Behavior: Purchasing Local Baby Food vs. Imported Baby Food in Ethiopia Literature Review Description A systematic review of the literature is provided in this chapter in order to develop informed and timely answers to the study's guiding research questions and to confirm or refute its guiding hypothesis. In this regard, Fraenkel and Wallen (2001, p. 48) advise that, "Researchers find out what has already been written about the topic they are
Aristoxenos, two centuries after Pythagoras released his model, sought to discredit the standing theories held by Pythagorean devotees. In his works, he established that numbers are not relevant to music, and that music is based on perception of what one hears, not any mathematical equation. Descartes as well as Vincenzo Galilei (Galileo's father) both also discredited the music-to-math theories that formed the revolutionary basis for Pythagoras' music work, but not
Music, Art, Literature Trends From impressionism to pop art, jazz to hip hop, science fiction to beat poetry, artistic, musical, and literary expressions have varied considerably between 1870 and 2005. The period between the end of the nineteenth century to the current day can be generally described as the modern and postmodern eras. The beginning of the modern era, during the final decades of the nineteenth century, coincided with the Industrial
I have had friends who turned on me because they wanted to hang out with people they thought were cooler, more popular, or who had better toys. Those friendships rarely lasted, though. In high school, the kids who had cars were more able to get friends, but those friends were only hanging out because of the car and not because they actually liked each other. I managed to remain
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now