Change search
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
Tacongruity: Impact of congruent music on sales of tex-mex products in a Swedish grocery store
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This explanatory study investigated the possible causal relationship between congruent background music and consumer behavior. We studied empirically whether sales of tex-mex products was affected when congruent music was played in conjunction to the tex-mex section of a Swedish grocery store. A field experiment was conducted where stereotypical Mexican music was played in conjunction to the tex-mex section. Previous experiments have tested, and confirmed, the notion that music stereotypically related to a country can prime related knowledge and the selection of certain products if the products fit with that knowledge. Earlier research has also been able to support the notion that consumers tend to spend more money and time in store when congruent music is played. Mexican, Pop, and no music was played during three weekends and sales data on tex-mex products was gathered and analyzed. The results indicate that fewer consumers purchased tex-mex products when Mexican music was played, but those who did spent more money and/or purchased a slightly larger number of tex-mex products. However, the small differences between the music conditions were not statistically significant. The potential reasons for this is discussed in the analysis and lastly, implications for future research as well as managerial implications are discussed.

Place, publisher, year, edition, pages
2012. , 25 p.
Keyword [en]
consumer behavior, servicescape, in-store marketing, music, musical congruity, sensory marketing, FMCG, consumer goods
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-176778OAI: oai:DiVA.org:uu-176778DiVA: diva2:537123
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2012-06-26 Created: 2012-06-25 Last updated: 2012-06-26Bibliographically approved

Open Access in DiVA

fulltext(2125 kB)455 downloads
File information
File name FULLTEXT01.pdfFile size 2125 kBChecksum SHA-512
f6ef096ae8cb2539c7bd1c6cb5d1741babe04e1473fa4d6186fd6f3f93d8dc9aa177eb489517596043e5781d2417d41eac0657f760adeb48639ce4d674be1f11
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Henning, EmeliePalmcrantz, Martin
By organisation
Department of Business Studies
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 455 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 711 hits
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