Abstract
This study investigates the influence of background music on shopping experience in personal lifestyle stores in the Indian context. It uncovers important dimensions related to emotions evoked, behaviour displayed and perceptions formed when the background music is played in the retail environment. The study also attempts to examine the influence of demographic variables (gender and age) and structural variables of music (type of music, volume and genre) on the shoppers’ responses. The data were collected, using an 18-item standardised scale, from a sample of 256 shoppers (males and females) in the age group 18–40 years through the mall intercept survey. The results established a positive influence of music on the shopping experience. Favourable responses in terms of pleasurable mood and feelings, motivation to purchase, increased spend, more duration of stay and brand image have been reported. Musical variables have different types of preferences with regard to volume and genre among gender and age groups. The research suggests important issues to be considered by marketers while creating and using structural elements of music in the retail environment for a pleasurable shopping experience and provides important insights for future research.
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