1. IntroductionMusic always get alo

1. Introduction
Music always get along with every human’s activities for thousand years. Worboy, M. (2009) argued that “songs can take you from down-and-out depressed to on top of the world in seconds”. Through my observations in Vietnam, I find that beside many things else, economics are also influenced by music. This study focuses on how the background music played in the store impacts the customers shopping behavior and it is hoped to be able to answers these 3 smaller questions:
-Does background music affect time and money people spend in the shop?
-How does each kind of music affect the number of each kind of goods that they can sell?
-Do familiar music and event’s music impact the customers?
By examine the perspectives of the customers, it aims to show a clear picture of music’s effects on selling productivity and leads to an effective marketing strategy.
2. Literature Review
There are many researchers who have studied about the economic internal factors hypothesize that the store’s atmosphere affects shopper behaviors and the outcomes of the store. The increasing of the evidences in this field also confirms this assumption in various commercial industries such as banks, malls, supermarkets and restaurants (Caldwell & Hibbert, 2002; Milliman, 1986). They found that not only visual things like light, layout and decor, music also make a big chance to the consumer‘s attitudes, both in positive and negative faces. They also understood that many factors in the malls can lead to unplanned purchases (Alpert, 1990) and time spent in the environment (Milliman, 1982; 1986).
3. Research Methodology
This research will last for around two months and it will focus on creating qualitative methods to achieve the final results. To maximize accuracy of data, case studies will be applied in two different stores at two sides of a shopping road. As mentioned before, there are many factors can affect customer behavior, so during the time doing the research, all other conditions (light, layout, décor, number of sellers, kinds of goods they sell…) of these two shops will be kept exactly the same. What make them different from each other is the background music played inside. All the trading activities (information, time and money spent, bills…) of each customer will be stored.
In the first month, this study will aim to explore whether all the music’s elements have influences to the customers shopping attitude such as kinds of music (pop, rock…), rhythm (slow, fast…), lyrics (relevant lyrics, advertising lyrics…). The number of product each of them can sell will be the answers for the research question one and two.
The second month will be selected as December, which have Christmas holiday. We will let one shop play all the music related with this event, and the other keep play all normal music. Data will be collected and analyzed with the purpose is to find out if event music have effects in holiday.
4. Contribution
With the advent of experiential marketing, marketers are making a memorable shopping experience by appealing to the various senses of the shoppers. Beside visual appeal which has been developed enough, other senses should be noticed by the retailer as well. While this study focuses just on the acoustic sense by studying impact of background music, future work could be done on other senses such as sense of smell, touch and taste or combined one and their impact on shoppers. With those research on this field and the knowledge about customer shopping behavior, a very effective marketing method will be made for better trading outcomes.
5. Conclusion:
One can conclude that even though background music is not something that will directly influence the decisions of customers, it is still one of the important factors. It is difficult to separate music from the other factors that are generally included in the ambience. There is a lot of research that can be done in terms of the type or genre of music that should and can be used in stores. It will also help in realizing what genre of music is the most effective in keeping the customer in the store the longest.