Implication of Theory on Marketing Practice
The findings of the research agree with Freire & Santos (2013) studies about the place of music in influencing purchasing behavior. Music affected the emotions of the purchaser based on a sad/happy perspective, but the impact was higher when they listened to happy, popular music. Studies carried out on the intention of the retailers to influence the mood, and the buying decisions revealed that a significant connection in the length of stay at the store on the music style. The studies also showed that men were less sensitive to rhythm variations in music. Despite the differences in gender, music influences the mood of shoppers and determines their buying behaviors. Cabigas (2018) observes that music influences the shopping behavior of online shoppers. The background music in online stores affects product preference and individual actions in the stores focused on changing purchases. Cabigas (2018) avers that music has the power to transfer a neutral stimulus of a product to a preference for the product. The observations corroborate with findings of research that indicate that retailers use music to create a link between the brand, the experience, and the customer. The influence of music on the purchasing behavior of men markedly varies from women. Findings of the type and loudness of music are consistent with other research studies. Bhargavan (2016), for instance, observes that shoppers tend to buy more commodities when the establishment plays loud attention-grabbing music in the foreground. Although the current study acknowledges the different impacts of music on purchasing behavior, it does not distinguish purchasing behavior regarding age. Bhargavan (2016) creates the age distinction by observing that individuals who are above the age of 50 years purchase more when the store plays soft and mellow music. However, loud music has a similar effect on customers of all ages and causes them to make quick purchases (Bhargavan, 2016). Loud music is, therefore, associated with higher but swift purchasing decisions compared with soft music that increases the length of stay in an establishment.
The tempo of the background music has a significant impact on the duration of stay by customers in a store. Studies among shoppers in Malaysia revealed that food restaurants with insufficient space play fast music to clear customers away. A similar effect is achieved for virtual shops to influence customer behavior (Soh, Jayaraman, Choo & Kiumarsi, S. (2015). Reis (2015) observes that consumers’ purchase decisions are highly dependent on emotions. He avers that shoppers make their decisions to purchase certain products based on the music they hear. Music influences emotions and causes consumers to develop attitudes that determine the levels of purchases they make. The awe-creating quality of music established by this study agrees with the principles of the extended-now theory. Accordingly, the awe created by music, among other stimuli, causes them to concentrate more on the happenings in the current environment (Rudd, Vohs & Aaker (2012). In this regard, awe-filled customers are more inclined to focus on the products offered in a store based on the genre and tempo of the music played. These findings align with the results of the current study that connect music with the communication of multiple emotions. Pilgrim, Norris & Hackathorn (2017) also agree that music has the power to evoke awe and influence the purchasing behavior of individuals. The present research concurs with findings in other studies and reveals that music is a strong influencer of buying decisions among customers.