Effect of Music in Consumer Behaviour - Adonis Moyo - Music Assignment Help

Assignment Task

Introduction
The use of music has been studied before in areas such as Psychology on issues such as learning and its influence to human behaviour. Marketers use music to influence the purchase behaviour of customers through the use of different music genres as well as changing the fundamentals of music which are tempo, pitch, volume, lyrics and the duration of a song. Music plays an important role in people’s lives and has the power to change the mood and feelings of an individual. Audio has the power to enter into our minds without cognisance for a relatively longer time and influence one’s feelings. Marketers also use music to create a certain atmosphere that they want their target group to be exposed to in order to trigger a certain behaviour through influencing mood and feelings so they can sell more. Thus, the use of music as a stimulus or cue to trigger customers to buy more.
 Music also plays an important role in branding a firm’s product or service hence the need to ensure that appropriate music with the ability to influence behaviour in the intended way is put to use. It is essential to ensure that the correct technical know-how of music is rightly combined with the right lyrics so as to help marketers achieve their goal for using music.
Problem Statement
In Bangalore there has been strict laws passed to limit the use of music in restaurants, cafes, pubs and other merry making places. Recently the use of live music and pre-recorded music was banned due to a standing court order passed by the High Court. This research seeks to analyze the effect of music on consumer behavior and how the standing court order affects businesses.

Consumer behavior
This is the study of how individuals or a group come up to a certain decision on goods or services. It involves how people acquire, make use, experience or discard a certain decision on purchase of goods and services (Lars, 2018). Music can affect the decision of a group or an individual. Through the use of music as psychology, marketer can influence how people feel, think, reason and select between different alternatives. Marketers can also use music to influence and create a favorable environment for the consumers. Thus, the use of music to influence behavior of consumers and their purchasing decisions. 

Sensory marketing- Auditory marketing
Sensory marketing is a type of marketing that appeals to all the senses in relation to the brand. It uses the senses to relate with customers on an emotional level. Brands can forge emotional associations in the customers minds by appealing to their senses. A multi-sensory brand experience generates certain beliefs, feelings, thoughts and opinions to create a brand image in the consumers mind. Sensory marketing is a marketing technique that aims to stimulate the consumer by using his senses to influence his feelings and behavior. Since sensory marketing focuses on all the five senses, this research is going to be based on auditory marketing which is a component of sensory marketing.
Auditory marketing focuses on the audio which includes music and non-musical sound. Auditory marketing explains on how music and sound is used as a cue to influence and trigger and influence one’s or a group’s purchase decision. Auditory marketing involves all musical aspects such as tempo, mode, tone, pitch, timing, volume levels, noise and beats on how it can be changed and fused to make an impact on consumers behavior

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