Influence of ambient music in the decision-making process of customers of clothing stores in India

Abstract

Music is one thing that brings every single human being in the world together. It is quite possibly the only thing in the entire world that is equally appreciated by everyone, regardless of their gender, nationality, ethnicity, age, or character. To look at it from a marketer’s perspective, it is clear that music affects people in many ways which helps or hurts a brand. Music plays a huge role in the success or failure of a brand’s recognition. It is so mysterious how human psyche connects a brand to the kind of music the brand associates with, and adapts its purchasing character according to the result. This study wants the mystery to be unravelled. This study aims to ascertain how ambient music affects shoppers' decisions in Indian clothing shops. The investigation's goal is to find out whether the use of background music has any chance of affecting consumers' attitudes, behaviours, and ultimately, purchase decisions. The study employs a mixed-methods approach to collect both qualitative and quantitative data. The research's results imply that ambient music may have a significant influence on shoppers' decisions in Indian clothing stores. According to the research, ambient music can foster a welcoming and interesting environment that entices customers to browse their offerings for an extended period of time and make purchases. The research also demonstrates that customers' attitudes and behaviours can be affected by the type of music played in a retail setting, along with their zone of tolerance while in a queue, which might affect the chances of the customers revisiting the store. The study also aims to show and accurately predict the purchasing patterns of potential customers of the clothing store.