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Abstract
“There is no noise, only sound” are the words from John Cage, a composer from 20th century. This saying is rightly applicable even in the marketing sector too. In the present scenario, everything is available with a touch of a button and a swipe. But, shopping i.e) the traditional shopping behavior of going out, feeling the product, bargaining, is equally intact though there are various modes for shopping. Marketers nowadays, focuses more on the sensory (Color, Fragrance, Temperature, Music, etc.,) of the consumers to make them feel good inside their premises for a longer duration. This concept in marketing is known as the “Retailtainment” as the name suggests, it’s an amalgamation of retailing and entertainment. In this context, music is one of the most important factor. There is a common saying “Music is a universal language” it’s indeed true. It makes shopping experience more relaxed and stress free, though the technicalities in music cannot be identified by all, the shoppers’ gets attracted to the rhythm and tempo and it’s an emotion which can’t be measured. Of-course, the musical taste varies from person to person, one cannot satisfy all by playing the same music. But, on the whole one gets attracted when the situation gets accustomed. Gardner says that mood can have a vital impact on a buyer’s behaviour. Assurance in terms of increase in sales can’t be guaranteed be these, but some good music will make an emotional connect during the time of shopping amongst the customers. This paper depicts a theoretical view about music and its importance during traditional shopping behaviour.