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Effect of music on customer's behavior in ourchassing process
Halmstad University.
Halmstad University.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Marketing is a tool that must always be sharpened to meet the market needs. In a world of constant evolution, marketers are looking for new ways to attract and capture the attention of consumers. The emergence of new forms of marketing makes sales experience increasingly rich and increasingly difficult. The points of sale must offer originality to rival and beat the competition in all aspects. The use and stimulation of the senses through sensory marketing makes more satisfactory consumer experience and allows to differentiate in the market. Different theories say that music is an atmospheric element that influences consumer behavior. However, these writings do not take into account demographic factors. Nevertheless a difference between generation is present in the way of consuming. The study is focused on Generation Y in order to know the specificities of this one. In fact, generation Y has evolved in a very intense musical framework and it would be interesting to observe their behavior in-store face a stimulus in order to analyze the influence.

Place, publisher, year, edition, pages
2015. , 65 p.
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hh:diva-29399OAI: oai:DiVA.org:hh-29399DiVA: diva2:851703
Presentation
(English)
Supervisors
Examiners
Available from: 2015-09-08 Created: 2015-09-07 Last updated: 2015-09-08Bibliographically approved

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fulltext(5211 kB)204 downloads
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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
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  • 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
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