Positive Impact of Music on Marketing. Marketing Research Paper

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Positive Impact of Music on Marketing
Introduction
Music has played an important role in the fabric of society through the years. It has captured and inspired the minds of millions worldwide. The research paper looks into the positive impact that music has on marketing. To get the required information on the topic, qualitative research is conducted through literature reviews of journals with insight on the issue. Music use has been implemented in conventional departments, including psychology via the study of environmental psychology. In marketing, music is used to influence the targeted audience to purchase products in various shopping environments. The impacts of Music and the associated factors influence consumer choice significantly, making it a crucial component of marketing. Music has had a positive impact on the marketing process through the influence it has on people, which has made it a necessary component of businesses marketing strategies. The tempo, volume, and genre of music affect the psychology of the consumer. This effect can be used in enhancing the probability of the consumer to invest in the product or service.
The utilization of music has been analyzed in conventional areas like psychology on matters such as training and human behavior. Marketers implement the effect music has to motivate the consumers to buy their products in various shopping environments. The physical aspect of a product or service is only a small percentage of the total package bought by the consumer; the other percentage is composed of the atmosphere created around the goods purchased or consumed. In some situations, consumers are drawn by the atmosphere only. The atmosphere is defined as the environment created around a product that instills certain emotions on the buyers and influences their choice on whether to buy or not (Donovan 286). Music is an important aspect of marketing because it has a direct effect on decision-making.
Research Methodology
Qualitative research is the best-suited method to research this topic. It helps create a deeper understanding of the issues concerning a topic by looking into the reasoning, ideas, and concepts surrounding the topic. It gives an informed perspective on the topic. Qualitative research also reveals patterns in ideas and opinions that provide an even wider perspective of the topic. In this paper, the qualitative method used is through literature review. Journals and books that offer deeper insight are the main sources of information in the article.
Atmospherics
Kotler was the first to study the influence of atmospherics in marketing in his article “Atmospherics as a marketing tool.” Atmospherics stem from the foundation that consumers are influenced by more than the stimuli emanating from the goods, all the other aspects that surround the product also affects the consumer decision (Kotler and Achrol 9). Atmospherics is the attempt to shape the environment around which a product is bought to instill certain emotional states in the consumer to increase the chances of him purchasing the product. Atmospherics surrounding a product influences not only the buyer’s emotions but also their actions (Donovan 292). Kotler and Achrol categorize atmospherics in four different senses (11). Music lies in the second sense, the aural dimension that deals with volume and pitch. Music is an important part of atmospherics as it has a direct effect on consumer’s emotions. This is why when details regarding the marketing strategy of a product are discussed; music is considered a make or break factor (Kotler and Achrol 11).
How Music Affects Consumer Behavior
Tempo
Music playing at a high pace has a certain effect on human psychology that is different from music playing at a slow pace. This shows that tempo is an important factor when trying to influence the emotional state of an individual. Music playing at a slow tempo influences the listener to slow their pace down and spend more time in that environment while fast-paced music induces arousal in individuals making them move at a fast pace hence less time spent in that environment (Broekemier et al. 61).
When deciding on the type of music to influence consumers, pace and tempo are the key elements to control the consumers. Scientific research proves that slow paced music results in the buyers spending more time in the shopping environment contemplating their choices. The probability of these shoppers to buy goods is high due to the time spent. Slow tempo music, hence increases sales. Music playing at a high tempo induces arousal in people, which results in them being fast paced. Fast pace music results in quick shopping (Donovan 286).
In restaurants, tempo plays a key role in how the consumer will act. A study conducted showed that slow music influenced customers to spend more money on alcoholic beverages and also coaxed them to spend more time eating while fast-paced music was linked to fast meals. There is no good or bad as the tempo benefit different situations. Slow paced music is more preferable in an expensive setting such as a five-star hotel while fast music suits fast food stores.
Volume
The volume at which music is being played has a direct effect on the time that customers spend shopping. Music played at a high-volume influence a shopper to spend less time shopping as compared to music played at a lower volume. To entice consumers through music, it has to be played at the right volume level. Loud music tends to create feelings of arousal that results in shoppers being fast paced. This results in them spending less time at the store. Music that is more on the foreground is more appealing to younger people while music that is in the background appeals to the older generation. To target these markets right, one must figure out the demographic being served (Sullivan 323).
Genre
It is accurate to state that the type of music being played is among the first characteristics noticed by the people shopping. The genre truly affects people’s behavior. A study revealed that playing classical music results in shoppers pending more money. Not that they purchased more, but instead bought more expensive items. During the Christmas season, the music commonly played is the festive music. This type of music influences shoppers to buy more goods that are related to the festive season (Broekemier et al. 61). It is then clear that music can influence the type of items that one is buying. Classical music appeals to the upper echelon as it suggests sophistication resulting in more money being spent on quality products while Christmas music inspires the holiday spirit in consumers. This encourages them to purchase more festive goods suc...