Management Intercultural (Jul 2021)
THE INFLUENCE OF AMBIENT MUSIC ON CONSUMER BEHAVIOR IN THE SHOPPING ENVIRONMENT
Abstract
Shopping malls are a conducive environment for analyzing the influence of music on consumer behaviour. Consumer typologies are directly related to the shopping environment. Background music as a marketing tool is a mandatory part of creating the aesthetics of this environment. Due to its subjectivity, the researchers used multilayered marketing analysis to explain the importance of background music for consumer behaviour. Because the new reality of post-COVID-19 affects the mall's strategies, background music and auditory marketing are more critical in determining the success of the plans undertaken by their management. The role of using background music in shopping has a higher degree of importance. It can be explained easily because music as aesthetics affects keeping the consumer and management interconnected, resulting in creating new communication and marketing channels.
