LBEF RESEARCH JOURNAL OF SCIENCE, TECHNOLOGY AND MANAGEMENT

Author(s):Shristi Aryal, Dr. Deepmala Singh

Abstract:Various types of studies related to the music thus played on the retail store affecting the consumer behavior exist. But this study is aimed at studying the impact of music on consumer buying behavior in retail store which study is done in Kathmandu valley selecting various retail stores where people almost go to shopping frequently. This study focuses on the significant relationship between the music thus played on the store and purchasing behavior of people, time spend by them, change in their perception, attitude, mood etc. the research was done in Kathmandu valley of Nepal selecting various retail stores. The retail store thus selected for this research includes Bhatbhatini, Big Marts, Sales Berry, Civil Mall, City center. These are some of the popular retail store thus established in Nepal. They have various branches also. For this study, selecting these retail stores to gather information was beneficial as these are those stores where music is played according to the nature of products they have in different sections. They play soft, moderate, romantic music in the stores. Music is selected in such a way that consumers feel re-visiting that place again and again. It was found that due to the music thus played on the store, customers spend a lot of time selecting the products, enjoying themselves in the retail store. The data were collected through a structured questionnaire to measure the attitude and opinions of people regarding the music thus played in the store. This research was conducted mainly to know the positivity that people have while shopping in the retail store in musical environment. It was assumed that definitely music makes consumers to spend longer time in the store and purchase more. So, in order to know whether that assumption is true or not this study has been conducted respectively. The result showed that music thus played in the retail store is creating a huge impact on the purchasing behavior of people. It helped customers to spend more time in the store resulting to the higher purchase probability. The study was able to prove the hypothesis. Music thus plays a significant role to make the customers spend more time in the store along with increasing the purchasing behavior. Hence, music can be used effectively in retail setting for long run to increase customer satisfaction, shopping duration as well as increasing sales.

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