Investigating the Effect of Music on Behavior of Apparel Consumers

Abstract

Companies aim to win customers loyalty by establishing long-term relationship with them. Relationship Marketing techniques as the marketing execution arms secure the existing customer retention and meet customers’ needs and win their trust through a high quality relationship which eventually leads to their loyalty. Loyal customers, despite environmental factors and advertisement of competitors, tend to repurchase from the firm and guarantee its profitability in today’s turbulent market. This research, following review of the prior research and collecting information from reliable sources, investigates the relationship of music on behavior of apparel consumers in the city of Tehran. In fact, present research seeks to answer the question as whether music exercises any influence in behavior of apparel consumers. The required data were gathered based on the research theoretical framework and through the distribution of 450 questionnaires among apparel buyers and consumers over city of Tehran. From 450 distributed questionnaires, 434 were appropriately filled and used for analysis. Using multivariate linear regression test the research hypotheses were examined. The results indicated that music broadcasting had no significant effect on the amount of time spent for search in attire store by the buyers, and an inverse correlation was found between music playing and the variable tendency repurchase and to recommend the store to others. The results of the regression tables report an adjusted R2 of 0.013, indicating the sum of independent variables explains only 1.3% of the total variance of the dependent variable and the rest of the variance is explained by other factors.