Page 1 of 5
Journal for Studies in Management and Planning
Available at
http://edupediapublications.org/journals/index.php/JSMaP/
ISSN: 2395-0463
Volume 04 Issue 01
January 2018
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 205
Whether Music Affects The Customer
Buying Behavior?
Bhanwar Singh
Research Scholar, Institute of Management Studies & Research, Maharshi Dayanand University,
India
Email: write2bhanwar@gmail.com
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.
Keywords: Background Music, Retail, Buying Behaviour.
Paper type- Research Paper
1. INTRODUCTION
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.
Back in 1982, Ronald E. Milliman
confirmed the importance of background
music in supermarket to engaged customers.
The tempo of instrumental background
music can significantly influence both the
pace of in-store traffic flow and the daily
gross sales volume purchased by customers,
at least in some situations. Vijay R
Kulkarani (2012) reveals that music helps to
create a relaxed atmosphere in retail store
and also motivate the relaxed customers to
buy more.
2. OBJECTIVE OF STUDY
To find out whether background
music affects the customer buying behaviour
in organized retail store.
3. RESEARCH QUESTIONS
3.1 Is listening to music create relaxed
atmosphere in the retail stores?
3.2 Is music motivates customers to buy
more?
Page 2 of 5
Journal for Studies in Management and Planning
Available at
http://edupediapublications.org/journals/index.php/JSMaP/
ISSN: 2395-0463
Volume 04 Issue 01
January 2018
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 206
3.3 Is relaxed environment created by
background make customers spend more
time in the retail store?
3.4 Is pleasant experience in the retail
store due to background music make
customers’ to recommend the store to
others?
3.5 Is pleasant shopping experience due
to background music result in customers
visiting the retail store again?
4. RESEARCH METHODOLOGY
a. RESEARCH DESIGN
For the purpose of this study, exploratory
and descriptive research design is used.
b. POPULATION AND AREA OF
STUDY
Every individual who is buying from
organized retail store is population of this
study. But due to time and money
constraints, this research study limited to
Rohtak district of Haryana.
c. DATA COLLECTION METHOD
This research is study basically based on
primary data which directly collected from
individual retail buyers through structured
questionnaire.
d. SAMPLE SIZE
Total 160 questionnaires are administrated
and distributed among individual retail
customers. Out of 160 questionnaires, 150
found suitable for this study, therefore this
study is based on 150 retail customer.
e. STATISTICAL TEST AND
SOFTWARE
To know association between music and
retail customer buying behaviour, data is
arranged in cross table for chi-square test
with the help of SPSS.
5. RESULT AND DISCUSSION
Table No.1 Demographic profile of Retail Customers
Gender of Customer
No. of Customer Percentage
Male 70 46.67
Female 80 53.33
Transgender 0 0.00
Total 150 100
Age of Customer
Below 18 10 6.67
18-25 47 31.33
26-35 45 30.00
36-45 22 14.67
46-55 15 10.00
Above 55 11 7.33
Total 150 100
Page 3 of 5
Journal for Studies in Management and Planning
Available at
http://edupediapublications.org/journals/index.php/JSMaP/
ISSN: 2395-0463
Volume 04 Issue 01
January 2018
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 207
Marital Status of Customer
Unmarried 35 23.33
Married 115 76.67
Total 150 100
Occupation of Customer
Student 15 10.00
Self Employed 36 24.00
Government Employee\Semi- government employee 45 30.00
Private Employee 34 22.67
House Wife 15 10.00
Other 5 3.33
Total 150 100
Income of Customer (Annually)
Below 2,50,000 25 16.67
2,50,001-5,00,000 96 64.00
5,00,001-10,00,000 11 7.33
10,00,001-20,00,000 10 6.67
Above 20,00,000 8 5.33
Total 150 100
Table 1 shows the demographics profile of retail customers.
Table 2. Chi-Square Result
Statements Chi- Square*
Asymp.
Sig.
Null
Hypothesis
Alternate
Hypothesis
Background music creates pleasant and
relaxed atmosphere in retail store.
60.677 .000 Rejected Accepted
Background music in the retail store
motives to shopping more.
132.435 .000 Rejected Accepted
Pleasant and Relaxed environment created
by background music motivate spend more
time in the retail store.
154.556 .063 Accepted Rejected
I will recommend this retail store to others 78.998 .023 Rejected Accepted
I will revisit this retail store 120.564 .001 Rejected Accepted
* Level of significance is 5%
