The Impact of in-Store Music Within Fashion Store on Consumer Behavior and the Sales Performance

“The impact of In-store music within fashion store on consumer behavior and the sales performance “

Chung Wai Ling Jojo
12018402D
Content

1.Introduction
• Background of Study
• Scope of Study
• Objectives of Study

3.Literature Review
• Books
• Journals

4.Research Question & Methodology

5.Potential Contribution

6.References

Introduction

Since, Hong Kong is a tourist resort that lots of shopping centre is built to attract the expenditure of tourist, while, small fashion shop is easy to set up due to less technologies and professional knowledge is required.
Abundant fashion stores exist in a limited area result in keen competition in Hong Kong.
Customer preference in fashion industry is seasonal, which changes from time to time. Under the situation with highly competitive and unstable, retailer try to offer customer no only the appealing merchandises, also provide an arousing environment to draw customers’ attention from thousands of competitors.

Music is one of the critical ambient factors that highly influence the store atmosphere and arouse the customers. There are lots of experiments shows that human’s emotion and attitude toward an object can be changed due to different kinds of music they had listened, in turn, affects the action and decision-making. Thereby, many retailers try to enhance the sales by playing appropriate song within the store to introduce effect on customer in different aspects, including the perception of brand image, customer activity, purchasing, time spend on store, affiliation and waiting time (Hargreaves & North, 1997, p.274-278).

• Background of Study

Lots of store managers use music to increase the customer’s purchasing probability, yet they are seldom guided by the related research (Burleson, as cited in Hargreaves & North, 1997, p. 274). The reason might be that there are insufficient studies on how the tempo, loudness, compatibility of

References: Hargreaves, D.J. & North, A.C. (1997). The social psychology of music: Music and consumer behavior. (pp. 268-278). New York, United States: Oxford University Press Inc. Lempert, P. (2002). Being the shopper - understanding the buyer 's choice: Shoppers ' sense-abilities (pp. 183). New York, United States: John Wiley & Sons, Inc. Madell, G. (2002). Philosophy, music and emotion: Music 's Arousal of Emotion (pp. 45-50). New York, United States: Edinburgh University Press. Beverland, M., Lim, E.A.C., Morrison, M., & Terziovski, M. (2006). Journal of Business Research:In-store music and consumer–brand relationships: Relational transformation following experiences of (mis) fit, Vol.59 (9), pp.982-989. Mattila, A. S., & Wirtz, J. (2001). Journal of Retailing: Congruency of scent and music as a driver of in-store evaluations and behavior. Vol.77(2), pp.273-289 Spangenberg, E. R., Grohmann, B., & Sprott, D. E. (2004). Journal of Business Research: It’s beginning to smell (and sound) a lot like Christmas: the interactive effects of ambient scent and music in a retail setting. Vol.58(11), pp.1583-1589 Hul, M.K., Dube, L. & Chebat, J.C., (1997). Journal of Retailing:The Impact of Music on Consumers’ Reactions to Waiting for Services. Vol.73(1), pp.87-104 Areni, C. S. (2003). Journal of Retailing and Consumer Services: Examining managers’ theories of how atmospheric music affects perception, behaviour and financial performance. Vol.10(5), pp.263-274