" The impact of In-store music within fashion store about consumer behavior and the revenue performance "
Chung Wai Ling Jojo
1 . Advantages
•Background of Study
•Scope of Examine
•Objectives of Study
a few. Literature Review
4. Exploration Question & Methodology
five. Potential Contribution
Since, Hong Kong is a tourist resort many shopping hub is built to entice the expenses of traveler, while, tiny fashion store is easy to build due to fewer technologies and professional know-how is required. Abounding fashion shops exist in a limited location result in keen competition in Hong Kong. Consumer preference stylish industry is usually seasonal, which usually changes occasionally. Under the situation with highly competitive and unstable, merchant try to present customer simply no only the interesting merchandises, offer an stimulating environment to draw customers' attention from thousands of competitors.
Music is among the critical environmental factors that highly influence the store ambiance and excite the customers. There are several experiments demonstrates human's feelings and attitude toward a subject can be altered due to different varieties of music they had listened, subsequently, affects the action and decision-making. Therefore, many retailers try to boost the sales by playing appropriate song within the store to introduce effect on customer in various aspects, including the perception of brand name image, client activity, getting, time invest in store, association and holding out time (Hargreaves & North, 1997, g. 274-278).
•Background of Study
Lots of store managers make use of music to boost the customer's purchasing likelihood, yet they can be seldom well guided by the related research (Burleson, as reported in Hargreaves & North, 1997, g. 274). The main reason might be that you have insufficient research on how the tempo, volume, compatibility of music to brand photo affects the behaviour of buyer within the store even outside the house it. The paper may be worth to do as it may supply a clearer criteria for suppliers to choose the right music to aid in revenue and brand image by simply investigating how the above factors interact with the customer.
•Scope of Study
Music can be divided in to serval components, which are genre, tempo, rhythm, phrasing, pitch, harmony, melody, range, orchestration and volume. It seems that the factors other than quantity and the " cadence " is much more hard to distinguish the meanings by simply nonprofessional artist and hard to controlled by the staff. Further more, when choosing a playing playlist intended for suiting a unique brand, consistency of Music-Brand becomes a main factor during consideration. Therefore , learning these several factors is the focus of this paper.
•Objectives of Study
This examine is to check out the following concerns.
1 . To examine the effect of music with different tempo and volume upon shopping time spent in-store 2 . To evaluate how abiliyy of music to manufacturer image influence customer's searching activities and perception. three or more. To provide a obvious guideline of " precisely what is suitable in-store music? ” to merchants 4. To define the importance of music in fashion shop
5. To extend the analysis in Hong Kong by using related method of different professor with little customization to fit Hk fashion business.
1 . Ebooks
•The book, ‘Being the Shopper-Understanding the buyer's choice', mentions a couple of studies that may prove the in-store music different groups have some level of effect in sales volume in different stores received by different age of buyer. The first is ‘An Environment Emotional Study of Foreground and Background Music because Retail Atmospheric Factors' that published simply by Yalch & Spangenberg. (as cited in Lempart, 2002, p. 183) In added, Drs. Leigh McAlister and Michael Rothschild conduct the...
References: Hargreaves, D. L. & North, A. C. (1997). The social psychology of music: Music and consumer tendencies. (pp. 268-278). New York, United States: Oxford College or university Press Inc.
Lempert, P. (2002). Becoming the shopper -- understanding the purchaser 's choice: Shoppers ' sense-abilities (pp. 183). New york city, United States: Ruben Wiley & Sons, Incorporation.
Madell, G. (2002). Philosophy, music and sentiment: Music is actually Arousal of Emotion (pp. 45-50). New York, United States: Edinburgh University Press.
Beverland, M., Lim, Electronic. A. C., Morrison, M., & Terziovski, M. (2006). Journal of Business Exploration: In-store music and consumer–brand relationships: Relational transformation next experiences of (mis) in shape, Vol. fifty nine (9), pp. 982-989.
Mattila, A. S., & Wirtz, J. (2001). Journal of Retailing: Congruency of scent and music as a driver of in-store evaluations and behavior. Vol. 77(2), pp. 273-289
Spangenberg, E. Ur., Grohmann, N., & Sprott, D. E. (2004). Record of Organization Research: It's beginning to smell (and sound) a lot like Holiday: the online effects of ambient scent and music within a retail placing. Vol. 58(11), pp. 1583-1589
Hul, M. K., Dube, L. & Chebat, T. C., (1997). Journal of Retailing: The Impact of Music on Consumers' Reactions to Waiting for Providers. Vol. 73(1), pp. 87-104
Areni, C. S. (2003). Journal of Retailing and Consumer Companies: Examining managers' theories of how atmospheric music affects notion, behaviour and financial functionality. Vol. 10(5), pp. 263-274