In-store music and aroma influences on shopper behavior and satisfaction
Introduction
This paper especially studies on the effect, the store music and aroma in the retail shops may have on the customers. In presenting the results, the study has specifically used parameters such as the intensity and the type of aroma. In the study, the paper has also considered the potential customers for the study so that they can get relevant information. There is an evaluation of different effects music always has on the emotions of the youths; consequently, the potential group of people for the study will mainly be the youths. The use of the aroma and the music relates directly to what extent the retailer will be able to understand the behavior and the emotions of the shoppers. The intensity of music and aroma serves as hidden methods for managers in improving their competitive ability within the market.
A description of the study population, if any,
The research involved the study of the effect of aroma and music on shoppers who were visiting the retail market. The magnitude of the population was 263, of which there was the distribution throughout four weeks using Fridays, Mondays and Sundays as the main days for the study. The age considered for the study was 18 and over because of the reason that they are reliable as compared to the children below the age of 18 besides being ethical pertaining to the business environment (Morrison et al 2011). The population was mainly composed of the youths and women who were to visit the retail markets most of the time. Men are not always frequent customers to the retailers hence using them would mean giving space for inefficiency in the study.
A brief statement of the research methods
In selecting the research, there is the need for the methods that could help me in directly determining the effect of the two parameters on the customers. For this reason, I agree with the researchers for using questionnaires to access the views of the shoppers on the different parameters used. The questionnaire involved a scale, which was to be used in accessing the emotional state of the shoppers when in store (Morrison et al 2011). This was in relation with the soft and the loud music. The soft and the loud sounds were used alternatively such as if one Monday they had used the soft, the next Monday it was the use of the loud sound. The scale also measured the customers’ satisfaction to the time they had in the store, whether they were happy with experience or they had a boring time in the store. Besides these, the questionnaire also offered a scale for measuring the way in which the shoppers reacted to the aroma and the music. The method of approach-avoidance constructs helped in assessing the reaction of the shoppers (Morrison et al 2011).
A brief statement on the evaluation tools
The study used the manipulation checks and the socio-demographic factors to evaluate the results of my study. In the manipulation-checks for sound, the researchers used the seven-point scale that could help in assessing the effect of the volume on the customers; the seven points had the range of soft to the loud sound. The use of manipulation check also helped in evaluating the different aromas the customer could smell. The study mainly used cinnamon in comparison with when there was no aroma. The socio-demographic factors helped in determining the size in which the customers were shopping besides the age of the shoppers: Whether the shoppers were coming in groups or solely. There was also use of the MANOVA model, which included the days of weeks and the effect of intensity of sound besides the aroma. The MANOVA model normally helps in the main analysis of the numerical data obtained (Morrison et al 2011).
A summary of the conclusion presented
After analyzing, all results on the two parameters: music and the aroma, I agree with the study that they positively affected the pleasure of the customers. There was a higher tendency for the customers to stay for more time in the stores where there was music as compared to the stores of no music, because of the pleasure triggered inside them by the music. A higher number youth also revealed favor for the loud music than for the soft ones. I also realized that more people were attracted to where there was cinnamon aroma than where there was no aroma. Generally, the shoppers showed a positive behavior and emotion towards the in-store music and the aroma influence. From these results, I think the retailers should consider putting up the music system and aromas in the store so that they boost the moods states of the shoppers. These methods can help the retailers in improving their competitive ability in the market because of attracting customers. From the study, I have realized that the use of aroma and sound creates a specialized environment in which the managers are able to use the two effects as a form of promotion to their goods.
Evaluation of the work
I think the work is recommendable, because it has shown the niche of aroma and music in the stores as playing a vital part in attracting the customers. The questionnaires helped in obtaining the numerical that were in turn useful in showing the effect of the two variables. The description of both music and aroma were also significant: the softness and the loudness of sound besides the scent of the aroma. The vivid description of the two factors could help the managers in realizing the significance of adopting the in-store music and aroma in their daily operation. I also view the numerical presented in the study as important because they help in determining the exact intensity of the effects related to the two factors hence easily manipulating the managers to adopt the two factors. The parameters used such as the MANOVA model are also relevant in the description of the factors hence inducing easier understanding.
Reference
Morrison, M., Gan, S., Dubelaar, C., & Oppewal, H. (2011). In-store music and aroma influences
on shopper behavior and satisfaction. Journal of Business Research, Volume 64, Issue 6,
558-564.
