AURAL BRANDING: THE IMPACT OF BACKGROUND MUSIC ON CONSUMERS PERCEPTION, AND BUYING INTENTION

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.