Abstract:
Purpose: This study aims to understand the impact background music (environmental
cues) is an essential factor of a retail environment. Is impact creates positive perception
coordinated with merchandise offerings and global environment. Often provide positive
outcomes pleasuring customers and their perception.
Research Methodology: Quantitative descriptive research design has been used in this
study. An online survey designed to fulfil the purpose of the study. Due to large target
population, convenience sampling technique has been used that’s a type of non-probabilistic
sampling. 233 respondents participated in this survey.
Findings: The study reveal that customer level of arousal and pleasure, merchandise
offering and global environment increases due to background music in a retail outlet. Consumer
positive perception leads to approach behavior like staying long in the outlet, spending more
money and instant unplanned purchasing.
Practical Implications: In Pakistan retail industry focuses on atmospheric cues that may
lead to customer pleasant behavior and buying intention. The background music arouses
customer level of pleasure which turn to spend more money and time in that retail outlet.
