CONSUMER

BEHAVIOUR 
MUSIC/SOUND and CONSUMER BEHAVIOUR
                

TEAM
• ALAN J MATHEW -06
• AMAN YADAV – 07
• ANANYA SATARKAR – 08
• ANGELA JADHAV - 09
• ANKUR MAHANTY -10
• ARUNADITYA RAJ JAIN - 11
 SENSES AND THEIR
IMPORTANCE
• SENSE, SENSATION refers to the consciousness of
stimulus or perception as pleasant or unpleasant.
A SENSE is an awareness or recognition of something;
the stimulus may be subjective, and the entire
process may be mental or intellectual: a sense of
failure. A SENSATION is an impression derived from
an objective (external) stimulus through any of the
sense organs: a sensation of heat. It is also a general,
indefinite physical or emotional feeling: a sensation
of weariness. 
• Any of the faculties, as sight, hearing, smell, taste, or
touch, by which humans and animals perceive stimuli
originating from outside or inside the body
 Sensory PROCESS

• The sensory process is the process by which

we receive information through our senses,
organize this information, and use it to
participate in everyday activities.
• An example of sensory integration is:
• Baby smelling food as they bring it to their
mouth
• Tasting the food
• Feeling the texture of the food
• Determining what this food is and if they
want more
 • Sight (Vision)
• Hearing (Auditory)
Did You Know • Smell (Olfactory)
• Taste (Gustatory)
There Are 7 • Touch (Tactile)
Senses? • Vestibular (Movement): The movement and
balance sense, which gives us information about
where our head and body are in space. Helps us
stay upright when we sit, stand, and walk.
• Proprioception (Body Position): the body
awareness sense, which tells us where our body
parts are relative to each other. It also gives us
information about how much force to use,
allowing us to do something like crack an egg
while not crushing the egg in our hands.
 Let's Imagine
• Imagine you’re playing baseball and you’re up to bat. You
use your vestibular sense to take your batting stance,
and proprioception to sense where your hands are, where
your feet are, and how you should swing to contact the ball.
You then see the ball come closer to you and you swing. You
hear the ball crack against the bat, and you know you’ve hit
it, so you begin to run! You continue to listen and look as
you see the other players scrambling to get the ball and tag
you out. You can see you’re getting closer to first base, but
so is the ball, so you decide to slide. As you slide, you
balance your body; extend your arms because you’re aware
of their position and that they will reach the base first; and
feel to know when the base is against your fingertips. It may
be a little unpleasant to taste and smell the dirt as you slide,
but your senses confirm you’ve made it!
 What Is Sound? 
          
•Sound is a pressure wave that is created
by a vibrating object. These vibrations set
particles in the surrounding medium
(typical air) in vibrational motion, thus
transporting energy through the medium.
Since the particles are moving in a parallel
direction to the wave movement, the
sound wave is referred to as a longitudinal
wave. The result of longitudinal waves is
the creation of compressions and
rarefactions within the air. The alternating
configuration of C and R of particles is
described by the graph of a sine wave
(C~crests, R~troughs)
What are Music

• Sounds are all around us, from

birds chirping and waves lapping
against a coastline to cars
honking in traffic. But sometimes
sounds are put together in
purposeful ways to create a
specific atmosphere or to
express ideas or emotions. Such
organized sounds are called
music.
• Music is a collection of coordinated
sounds or sounds. Making music is the
process of putting sounds and tones in
order, often combining them to create a
unified composition. People who make
music creatively organize sounds for
the desired result, like a Beethoven
symphony or one of Duke Ellington's jazz
songs. Music is made of sounds,
vibrations, and silent moments, and it
doesn't always have to be pleasant or
pretty. It can be used to convey a whole
range of experiences, environments, and
emotions.
• Almost every human culture has a tradition of making
music. Examples of early instruments like flutes and drums
have been found dating back thousands of years. Ancient
Egyptians used music in religious ceremonies. Many other
African cultures have traditions related to drumming for
important rituals. Today, rock and pop musicians tour and
perform around the world, singing the songs that made
them famous. 
 • Consumer behaviour is the study of
consumers and the processes they
What is use to choose, use (consume), and
Consumer dispose of products and services,
including consumers’ emotional,
Behaviour? mental, and behavioural responses.
• Consumer behaviour incorporates
ideas from several sciences including
psychology, biology, chemistry, and
economics.
 Consumer

Types of Consumer
Ultimate
Consumer
• Consumer: According to the international
dictionary of management "Consumer is a
purchaser of goods and service for immediate Buyer
use or consumption
• Buyer: A person who buy goods either for Customer 
resale or for use in production or for use of
somebody else. 
• Customer: Individual who purchases the goods
for his use or for someone else Institutional
Buyer
• Institutional Buyer: Buyers who
are either govt. Institution or private
organization. 
 • It's a process where consumer decides what
to buy, when to buy, where to buy and how to
buy.
• It comprises of both mental and physical
activities.
Characteristics • Consumer behaviour is complex and
of Consumer's dynamic, and it keeps on changing. 
• Individual buying behaviour is affected by
Behaviour internal like his needs, wants, attitudes,
motivation etc. And external factors such
as social group, culture, status,
environmental factor etc.
• Consumer behaviour starts before buying and
even after buying. 
 McDonald's is a
Need for the study of brilliant example of
Consumer Behaviour adaptation to the
specifications of each
culture and market

• To make better strategies and increasing

In Japan No.4 is
profit for the organization. 
considered unlucky.
• To take into consideration Hence, products are
consumers' health, hygiene, and fitness. often bought and sold in
group of 5
• To know the buyer's decision and how
the consumer makes the decision. 
• Consistent changing human tastes and In India, make up is
considered as
preferences.  overdressed whereas, in
• Consume behaviour is crucial for making US people do makeup
pricing policy of product of goods and on daily basis. 
services
 Types of Dissounc
Consumer Complex
e
Reductio
Variety
Seeking
Habitual
Behaviour n
 HOW MUSIC/SOUND
IMPACTS CONSUMER
BEHAVIOR

• As we have understood earlier that

music/sound affects not only humans
but also animals and plants (we have
cited evidence for it in the earlier
slides).
• Now let us understand how music
impacts consumers and their buying
pattern and behaviors, whether
negative or positive. We will do so with
help of some research studies.
This Photo by Uknown author is licensed under CC BY-SA.
3 Quality of Music Impacts Consumer Buying
Behaviour
Tempo: In a New York City grocery store, the use of tempo affected buying
behaviour. Slow music motivated people to stay longer in the store. This
similar behaviour is observed in restaurants as well.

Volume: Loud music leads to less total time spent in shopping. It cause

female to think less time has passed than actual. However, young shopper
is more likely to spend more time shopping in presence of loud music.

Genre: A study investigated, genres of music such as classical, rock, metal

etc. Have a different impact on consumer behaviour. People are willing to
spend more money when a classical music is playing in the background. 
 AN EXPERIMENTAL STUDY TO
PROVE THE EFFECTS OF MUSIC
ON CONSUMER BEHAVIOR

• In one experiment, 120 Scottish college students were assigned to

one of four rooms in a lab. Each of the four rooms featured one of
three types of music—American (The Beach Boys), Chinese (The
Peking Brothers), Indian (Sunidhi Chauhan)—on a continuous loop.
The fourth room had no music. Participants were then given a
menu featuring 30 different entrees representative of the cuisine
of China, India, and the United States (e.g., hamburger, dim sum,
chicken tikka masala).
• After perusing the menu for a few minutes, the students were
asked to recall and list as many of the menu items as they could
before choosing one item to hypothetically order.
• Sure enough, a room’s atmospheric music not only affected what
menu item participants ordered, but also which words participants
remembered. People were more likely to select menu items that
corresponded to the music they heard. For example, those who
listened to the Beach Boys were more likely to order typically
American fare such as hamburgers and hotdogs.
Ref: North, A. C., Sheridan, L. P., & Areni, C. S. (2015). Music Congruity Effects on Product
Memory, Perception, and Choice. Journal of Retailing. doi:10.1016/j.jretai.2015.06.001
 EXPERIMENTAL
STUDY –2
• Due to the so-called “upmarket” connotations of classical
music, the researchers expected that classical music would
lead people to pay more for “social identity” products
affiliated with sophistication and a high-rolling lifestyle This Photo by Unknown author is licensed under CC BY-ND.
(i.e., cologne, gold stud earrings). They hypothesized that
country music, in contrast, would lead participants to pay
more for utilitarian products (i.e., toothbrush, disposable
ballpoint pen).
• Groups of 180 Scottish college students heard either
classical music, country music, or no music while viewing
slides of 10 social identity products and also 10 utilitarian
products. After each slide, participants wrote down the top
price they would be willing to pay for each of the 20
products.
• Those listening to country music were prepared to pay
more for utilitarian products than the participants in the
other two groups, while those listening to classical were
willing to spend more on social identity products than the
other participants.
Ref: North, A. C., Sheridan, L. P., & Areni, C. S. (2015). Music Congruity Effects on Product
Memory, Perception, and Choice. Journal of Retailing. doi:10.1016/j.jretai.2015.06.001
 A FIELD EXPERIMENT
CONDUCTED  - MUSIC
AFFECTING PERCEIVED TIME

• Researchers conducted a field experiment in a

store to study how music influenced
consumers’ perception of time.
•  Results showed that there were significant
differences in how the music made different
customer groups perceive time. Customers
younger than 25 think they spent less time in
the store during calm instrumental music, while
the older consumers instead believe they spent
less time in the store when pop music played.
Instead, they spent more time!
• When music is unfamiliar, time is experienced
as passing at a faster pace.
REF- Richard F Yalch, Eric R Spangenberg, The Effects of Music in a Retail
Setting on Real and Perceived Shopping Times, Journal of Business
Research, Volume 49, Issue 2, 2000,Pages 139-147,ISSN 0148-2963,
 KEY FEATURES OF
CONSUMER BEHAVIOR
IMPACTED BY MUSIC

How much time the The items they

customer spends at the purchase (High
store. end/budget friendly)

The amount spent

Let's look into what genre of music yields higher profits for
a company

NOTE- The choice of music key, as bad music can do the very opposite of what
we want, and that is to increase sales.
a) CLASSICAL MUSIC – studies have shown that classical music can lead
customers to pay and spend more than they would normally. This is
because classical music is often linked to sophistication. Thus, when
classical music is played, customers are likely to be led to purchase products
that are perceived to be more sophisticated and expensive/luxury products.
b) UNFAMILIAR MUSIC – As strange as it sounds, when customers are exposed
to music that they haven't heard before, they tend to spend longer time
shopping. "Time" or the "perception of time" is what is affected here. So,
for example, if we were to play classical or slow old music for youngsters,
they would be more likely to spend a longer time in the shop.

NOTE: It is key for us to recognize our target audience, and thus we will be

able to choose the right type of Music and use it to leverage Sales.
 Gaming is a sector where sound and music
have huge importance. In 2017, two game
developers conducted an experiment to
Impact of study how players experience encounters with
sound in horror games. For this, the

Sound on conducted experiment where players were

asked to play one of the two horror games-
'Dead space' or 'Left 4 Dead 2' without and
Player with sound as their pulse rates were recorded
before, during, and after the game. While

Experience
pulse rates of players when played without
sound for both games were around 50 to 60,
rates with sound varied from 50 to 80 for
'Dead space' and 50 to 100 for 'Left 4 Dead
2'. 
Results of Dead Space
Results for
Left 4 Dead
2
 Reference
[1] Krause, Amanda & Hargreaves, David & North, A.. (2016). Music and
Consumer Behavior. 10.1093/oxfordhb/9780198722946.013.47. 
[2] The Impact of Sound on Player Experience - A literature study on how
players experience the encounter with sound in horror games, by Nael Ningalei
and Sebastian Wöhrman -
www.diva-portal.org/smash/get/diva2:1480010/FULLTEXT01.pdf

Thank You.....!