Will music with or without fragrance in retail stores increase consumer purchase behaviour in emerging markets?

Abstract

PurposeThis paper studied the effects of music plus fragrance or music alone on consumer purchase behaviour, footfalls and repeat visits to retail stores in the context of the mall.Design/methodology/approachA primary research was conducted through a structured questionnaire. A field study was conducted in two malls that attract the maximum crowd. The data from 250 respondents were analysed in total.FindingsAs per the present study, the combination of playing music with fragrance is more effective compared to playing music or fragrance alone on shopping behaviour, footfalls and repeat visits in retail stores in emerging markets like India.Research limitations/implicationsThe study is more confined to a comparative study of the effectiveness of music with or without fragrance on consumer purchase behaviour and footfalls in retail stores located in malls. In view of research design, this could be a limitation of the study as types of music and other ambiance factors are not considered. The present study can be extended to religion as the religiosity of respondents may give a different response. The urban respondents may vary when compared to rural consumers. Therefore, the study can be extended by adding the rural or A-city mall or smaller malls in big cities. Research can be extended in the coronavirus disease 2019 (COVID-19) era to see if there is a change in consumer behaviour. It can also be extended to consumer's preference for different music and different fragrances.Practical implicationsThis paper provides marketing managers and retail owners with valuable insights on the importance of using music with fragrance in retail stores to create unique consumer experiences in emerging markets that are different from developed countries. Managers should try to create both music, and fragrance in the store to improve purchase intention, and stay longer. To ensure that the planned music and fragrance approach creates the ambiance for consumers, marketing managers are advised to conduct market research. Special care should be taken for younger visitors to the store by creating the right ambiance. The present research will help many offline retailers' managers to strive for new competitive advantages through creating favourable shopping environments by understanding cultural differences.Originality/valueThe research gives direction to use music with a fragrance in the retail ambiance in the malls which will lead to improved consumer purchase, more footfalls, repeat visits and staying longer in emerging markets like India, which is a destination for global brands. Integration of three models of impulse buying (Rook and Fisher, 1995), individualism and collectivism (Triandis, 1995) and stimulus–organism–response (S–O–R) model of Mehrabian and Russell (1974) is used to explain the complex behaviour of consumers towards more purchases and repeat visits. The study will shed light on the quandary that retailers in the organised sector face in emerging markets such as India regarding the use of music and fragrance, as well as the impact on purchase behaviour, footfalls and repeat visits.

Happy customers means more business – a comparative study of a global food chain in the COVID-19 endemic era

“…To assist service providers with clients from different cultural backgrounds, a unique SOR model may be needed (Srivastava, 2022). Besides, the SOR model might contribute to deeper knowledge on why and how consumers select and are satisfied and happy a coffee house when both are global brands.…”

“…Store ambience creates an impulsive behaviour amongst visiting consumers (Vieira, 2013; Lombardi et al. , 2021; Srivastava, 2022). Music and fragrance as an ambience factor added with variety and quality of product offerings, service quality and quality of products are stimulative (S) leads to better organism and analysis of the consumers (O) affecting the response in terms of business leading to more business and happiness (R).…”

“…Retailers may be prompted to enhance their retailing stimulus by these changes. "Past literature has suggested that Mehrabian and Russell (SOR model) affect models" (Vieira, 2013(Vieira, , p. 1420Bakker et al, 2014;Srivastava, 2022) and can be "adopted to understand the effect of environments on customer behaviour" (Dad andAbdul Rehman, 2016, p. 2016;Lombardi et al, 2021, p. 178). The "SOR model consists of stimulus as an independent variable" (Rasool et al, 2021(Rasool et al, , p. 2294, an organism as a mediator and response as the dependent variable (Turley and Milliman, 2000;Vieira, 2013;Srivastava, 2022).…”

“…"Past literature has suggested that Mehrabian and Russell (SOR model) affect models" (Vieira, 2013(Vieira, , p. 1420Bakker et al, 2014;Srivastava, 2022) and can be "adopted to understand the effect of environments on customer behaviour" (Dad andAbdul Rehman, 2016, p. 2016;Lombardi et al, 2021, p. 178). The "SOR model consists of stimulus as an independent variable" (Rasool et al, 2021(Rasool et al, , p. 2294, an organism as a mediator and response as the dependent variable (Turley and Milliman, 2000;Vieira, 2013;Srivastava, 2022). The model indicated the environment like ambience; service quality created (Sstimulus) can influence the customer mood (Oorganism) through value for money that evokes behaviour response (Rresponse) for purchase of a variety of products (Huang et al, 2017) offered in the global food chain coffee restaurant.…”

“…In this study, we examine the factors that influence the formation of customer's happiness and their acceptance intention towards two coffee food chains in the endemic era of COVID-19. Past literature has suggested that the Mehrabian and Russell effect model (Vieira, 2013; Srivastava, 2022) can be adopted to understand the effect of environments on customer behaviour.…”