Musical environment and its effect on restaurant patrons' behaviour in emerging market

Abstract

The present study explores the possibility of frequency of visits, duration of stay; types of music consumer will like to listen in different types of restaurants. Research comprised of a field study carried out at different restaurants (N = 27) serving Indian, fast food, Thai, Chinese and Italian food in Mumbai - a financial capital of India with diverse culture. Results suggest that consumers purchase behaviour, frequency of visit, duration of stay and eating habits in a restaurant is affected by the musical environment. Duration of stay at the restaurant influenced by the type of music played quality of music, liking for a particular type of music, feeling that music refreshes the mind and liking for musical environment. This study contributes to the services marketing and consumer behaviour literature with reference to restaurant affected by music in emerging markets. The data will be of great use for global brands.