The Influence of Music as a Key Element of Sales Promotion

Shaip Bytyçi

European Journal of Business and Management Research, 2020, vol. 5, issue 2

Abstract: Visual factors such as exposure, colors, fragrance, music for sale, are a way of communicating between buyers and sellers, which influence consumer decision-making in buying and selling or can also be referred to as a face-to-face deal designed to influence in the decision of a group of persons or a single person to make a purchase. Music as a powerful tool can offer great sales by making consumers feel positive, secure and happy in their purchases. Buyers also consider music to be a personal connection that affects the emotions and mood of the buyer, the genre of music released in the store has an effect on how the shopper views himself in the social environment and in the end it has an effect on the relaxation and mood of the buyer. The combination of genre, tempo, sound and a combination of (recent and old) musical hits enable sales to increase as consumers tend to stay in the market longer until the end of their favorite song, in the meantime during the attitude he puts in his basket unplanned things influenced by the background music, on the other hand the combination of the right colors provides a boost in sales. The purpose of this research is to recognize the influence of different genres of music on the concentration of purchases. By gathering information through research from various literatures, through respondents who frequent shopping malls and follow the various offers the paper comes with some conclusions and recommendations

Keywords: Index Terms— Consumer; Emotions; Marketing; Music (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:epw:ejbmr0:v:5:y:2020:i:2:id:50255

DOI: 10.24018/ejbmr.2020.5.2.255

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