Framework for music as store atmospherics to induce buying : a study of Delhi mall customers

Music is a hidden stimulus for retailers. Not much has been researched on Indian luxury stores. This paper attempts to study the composition of music on perception of buyers at luxury stores. A research on customer’s buying intention was done to study their perception of music in the luxury store formats. This study uses exploratory factor analysis to find the significant different factors which constitute music to be played so as to induce buying in a luxury store. The composition of music depends upon music attractiveness, age of the customer and a desire to listen to the music.

The effect of ambient scent on moviegoers’ behavior

Atmospheres influence behavior, create a positive image, and influence consumer purchasing patterns and retail perceptions. Nonetheless, the physical environment is a potential source of competitive advantage, though neglected more often than not. In particular, research on the effects of aroma as an independent variable in natural settings is very limited and requires further research. A sample of 407 moviegoers participated in a “natural experiment” in a cinema complex, using scented and unscented conditions. Findings show that scent produces significant positive differences in the evaluation of the theater, its environment, and on intention to return. No significant differences are found in the evaluations of concession products sold, despite the fact that spectators in scented rooms considered product prices to be significantly cheaper than did spectators in unscented rooms. A major implication of this study is that scent significantly affects emotional reactions to atmospheres. Retailers can thus improve environments to create enjoyable experiences and positively influence consumer responses.