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Hear it, Want it, Buy it!: A study of auditory stimuli as a primer of consumer choice in restaurants
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

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.
Keyword [en]
Sensory marketing, Consumer behavior, Perception, Music, Age, Price, Gender
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-19435OAI: oai:DiVA.org:lnu-19435DiVA: diva2:530635
Subject / course
Business Administration - Marketing
Educational program
Business Administration and Economics Programme, 240 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-06-11 Created: 2012-06-04 Last updated: 2012-06-11Bibliographically approved

Open Access in DiVA

Hear it, Want it, Buy it!(1468 kB)342 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf