Music is widely used in stores as an atmospheric stimulus in a lot of different ways. The purpose of this thesis is to examine how in-store music affects consumer behaviour in a fashion store and if in-store music can be used as an in-store marketing tool for fashion companies. The thesis will give a deeper theoretical and practical understanding of how music affects humans as consumers. Based on theories and studies showing how music affects people (in general and as consumers) compared with relevant marketing theories (explaining how to use in-store stimuli to create better experiences for the consumers) an overall hypothesis was created stating that downtempo music would have the most positive effect on female consumers in a fashion store. A field experiment set to test, ‘the effect of in-store music on consumer behaviour in fashion stores’ was created and carried out in Companys Original which is a high-end fashion store in Central Copenhagen targeting upper-middle class women in the age of 30-45. Each tempo was tested over two days to create a more valid result. Data for this research was collected using three different methods: The first method was an analysis of relevant sales figures from the four test days; The second method was a survey targeting those consumers who bought something in the store. The survey was mainly constructed as a 5-point Likert scale but with some basic information questions in the beginning; and The third and last method was an observational study set to investigate how consumers were actually behaving in the store. The results of the field experiment revealed that there was no significant effect. The main hypothesis (stating that downtempo music would have a positive effect on the female consumers) could not be accepted nor rejected as none of the sub-hypothesis, that the data collecting methods were built on, could be accepted or rejected. The findings were surprising considering existing data and the theoretical framework that the hypothesis was built on. In conclusion, the thesis argues that in-store music could be a powerful tool, based on the theoretical framework but that the findings of this experiment did not support this. However the experiment has its limitations and the results are therefore inconclusive and need to be tested in a more comprehensive experiment i.e. involving more test days and an extended number of stores. Further research in the field of in-store music needs to be conducted as most research within this field has not been retested or tested in other situations. It is advised that further research is carried out as field experiments testing how music affect consumer in real surroundings.
|Uddannelser||Cand.ling.merc Erhvervssprog og International Erhvervskommunikation (Interkulturel Marketing), (Kandidatuddannelse) Afsluttende afhandling|