The Influence of In-Store Music on the Consumer’s Shopping Experience
摘要
The objective of this study is to understand the sensory experience, regarding the use of sound inside the ZARA store, to determine the genre of music, as well as the influence on the consumer’s purchase decision. As methodology, a quantitative methodological approach was developed, through an online survey, in a random sample of customers and consumers of Zara. A total of 221 valid answers were collected. The results obtained were relevant to achieve a greater awareness of the impact of sound on the consumer’s sensory experience, as well as to identify good practices to improve the atmosphere of commercial spaces.