Music in Fashion Retail Stores in Sweden : Consumers' perception of music in fashion retail environment

Background The stiff competition in retail markets has led the retailers to find ways to stand out by enhancing the store atmosphere using different atmospheric variables and sensorial strategies for the different senses to influence consumers' behavior. One of the variables frequently used is music. Many businesses have played music such as fashion retail stores. While they play music to improve the store environment, it is very important for retailers to know from the perspective of the target market in order to match their music preference. The focus of this study is on music in fashion retail stores. Purpose The purpose of this study is to explore the perspective of consumers in Sweden on their perception of the music played inside the fashion retail stores. Moreover, their resulting attitudes related to music as a sensory cue in fashion retail environment will also be investigated. Method A qualitative method was used to accomplish the purpose of this study. Semi-structured interviews were conducted with consumers who are residing in Sweden for a number of months to assure their multiple shopping experiences in fashion retail stores. Conclusion Fashion retail consumers in Sweden have a favorable perception of music played inside the store. There are three resulting attitudes of consumers as influenced by music: i) increased amount of time spent inside the store, ii) explored and browsed the merchandise and iii) made unplanned purchases. In general, music improves the store atmosphere. This study also revealed that music is a useful stimulus for sensory experience to consumers which could induce pleasure and arousal non-verbal response which are positive behaviors beneficial to the fashion retailers