Sinnesmarknadsföring : Musikens påverkan inom detaljhandeln

Traditional types of marketing are facing challenges when the consumers to a greater extent want to avoid advertising. New areas have been explored where potential for improvements regarding the problem above seems to exist. One of these areas is based on a type of marketing with focus on the experience that companies offer the consumer, called Sensory Marketing.Sensory Marketing is based on the theory that you can stimulate the humans’ five senses to influence the perception and values regarding what a company want to promote, where the offer of an experience is central. According to scientists this should enable a more individual type of marketing, where companies have the possibility to differentiate themselves in what way they want to reach their customers. The area in which Sensory Marketing can be applied has proved to be relatively wide as many different examples exist in different businesses and industries worldwide. The purpose of this study is to see how sensory Marketing can be used in retail, where the author wishes to contribute with a wider understanding around the area. The author also wants to provide examples for how this kind of marketing could contribute to a retailers’ daily business.To study this area a quantitative survey was performed, where questionnaire were used for collecting data during an experiment. The experiment took place in a department store in the home furnishing industry, where a department of beds was modified to provide a different set of sound experience. The questionnaire was designed to measure the individuals’ mood, perceived environment in the department and the intent to purchase. Eighty-eight customers participated in the experiment consisting of two groups answering the same kind of questionnaire. The answers provided by the questionnaire where then compared and analyzed using T-test.The study did not provide any proof that the sound experience affected the customer. A variety of interpretations could however be made based on the indications in the results showing that an impact probably had occurred. The study highlights different aspects that should be considered when one creates a sound experience based on music. Based on the results a variety of conclusions have been made. Some of these conclusions suggest that music can be used to affect the consumer’s feelings, create increased attention towards a department, affect the impression of the department, and affect the consumer’s desire to buy. The indications highlighted in the study show that music could create an experience that affects the consumer, where the choice of music can be crucial for attaining desired impact.Validerat; 20150904 (global_studentproject_submitter