‘Music’ – As an In-Store Promotion Tool in Organized Retail Industry in Pune City

Abstract

We Indians always fond of music. Music is an integral part of our daily routine life. Music enhances the retail experience in the store. Music plays very important role in customers buying. Earlier studies found that music has three qualities which has a great influence on buying behavior of retail customer. These qualities were Tempo, Volume and Game.

In retail promotion there are numerous tools through which a store can do a promotion. Musi is latest type of promotional tool which increases the live experience, buying arousal and indirectly sales. When the customer enter in the retail, the first thing any shopper will notice is that the music and the type of music playing. There is a link between music and emotions attached with music. Accordingly it affects on buying behavior.

This study attempts to identify the actual presence of Music in the store, its impact on buying behavior in retail market. This study also tries to find out the relation between the kind of music and buying pattern of the customers.

Keywords: Promotion, music-emotions, buying behavior, buying pattern, Retail Industry Music-retail