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MUSIC AS RETAIL ATMOSPHERIC FACTOR AND INFLUENCE ON CONSUMERS BEHAVIOR IN LATVIA

Jelena Salkovska, A. Batraga, A. B. Siga, J. Duboviks

First published: 2018https://doi.org/10.5593/sgemsocial2018/1.5/S05.086View metrics

Abstract

Music is a sensory marketing element. Retail image is formed by material, functional and psychological factors in physical environment showing how consumers identify the brand, price position and offered values. Retail atmosphere is closely related to the perception of psychological factors, which are retained in memory as brand symbolism and a pleasant atmosphere affects consumerВ’s loyalty. Music stimulates consumerВ’s response and behaviour in the retail environment. The effects of music are studied in terms of emotional, hedonic and cognitive perception.

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Title
MUSIC AS RETAIL ATMOSPHERIC FACTOR AND INFLUENCE ON CONSUMERS BEHAVIOR IN LATVIA
Authors
Jelena Salkovska, A. Batraga, A. B. Siga, J. Duboviks
Proceedings
5th International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM 2018
Publisher
STEF92 Technology
Year
2018
Pages
687-696
SWS Citekey
Salkovska20185687696
ISSN
2367-5659
ISBN
978-619-7408-65-2
Language
en
Publication type
Proceedings Paper
Keywords
background musicsensory marketingretail atmosphereconsumerВ’s behaviourpurchasing decisionspurchasing decisions.
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