Main Article Content
Abstract
Purpose – The objective of this research paper is to know whether background music affects the customer buying behaviour. It is general thought that music relaxed the human being and medium of enjoyment for them. But, music is also important for retail and supermarket customers to engage them.
Design/ methodology/approach – For the answering of research questions, exploratory and descriptive research design is used. This research is study basically based on primary data which directly collected from individual retail buyers through structured questionnaire. This research is study based on 150 respondents only.
Findings – It is also confirm from the results that pleasant shopping experience due to background music result in customers visiting the retail store again. Study confirms that background music affect the customer buying behaviour in great extent in district of Rohtak.