Hear it, Want it, Buy it!: A study of auditory stimuli as a primer of consumer choice in restaurants
Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Purpose: To assess the effect of a higher price, consumer age, and consumer gender on the
relationship between music and consumer choice of food in a lunch restaurant.
Methodology: An inductive-deductive approach was used in a three-step study which consisted of three focus groups, an experiment as well as a survey investigation.
Findings: While not statistically significant at the 0.05 level, conditioned music showed a small tendency to affect consumer choice of food in a lunch restaurant. The reason for this is arguably a higher price might disrupt the condition music. Age was found to be statistically significant on a 0.05 level. Gender however, was not found to be statistically significant at the 0.05 level.
Keywords: Sensory marketing, Consumer behaviour, Perception, Music, Age, price, Gender
Place, publisher, year, edition, pages
2012. , 88 p.
Sensory marketing, Consumer behavior, Perception, Music, Age, Price, Gender
IdentifiersURN: urn:nbn:se:lnu:diva-19435OAI: oai:DiVA.org:lnu-19435DiVA: diva2:530635
Subject / course
Business Administration - Marketing
Business Administration and Economics Programme, 240 credits
UppsokSocial and Behavioural Science, Law
Amsteus, Martin, Dr.
Zineldin, Mosad, Prof.