THE INFLUENCE OF MUSIC AND COLOUR ON CONSUMER BEHAVIORHAZEL MİHRİBAN KARACA110207002

THE INFLUENCE OF MUSIC ON CONSUMER BEHAVIOR

The use of music has been studied in traditional areas such as psychology, on issues such as learning and human behavior. Marketers use this feature as a motivator in the purchase decision of consumers shopping in different environments due to easy way of manipulation of the music and the fact that music isn’t offensive to the consumer.

Kotler (1973) exposed in his paper that the tangible product or service was only a small portion of the total consumption, the other part filled by the local atmosphere or from which the product was purchased or consumed and, in some cases, the atmosphere is primary product. Atmosphere as a marketing tool is defined by Kotler as a space consciously created to create certain effects on consumers and influence their purchase decision, the atmosphere consists of various elements such as brightness, size, smell, temperature, music, softness, smoothness and shape.

The literature review done by Kellaris (2008) shows us that music was heavily used in consumer environments as motivating.

In addition, the store, elements such as lighting, color, style or music may have more immediate effects on decision making than marketing inputs that are not sent at the time of purchase (BAKER; Grewal; Parasuraman, 1994).

In 1982, Donovan and Russell adapted the model PAD (Pleasure, Dominance and Activation) to retail as a way to better study the relations environment/behavior from consumer with focus on the approach/remoteness using a scale of 36 items measuring consumer emotions. It is considered approaching behavior the desire to stay in the environment, tendency to explore and interact, the desire to communicate with others, feelings of satisfaction with the experience and purchase intent.

The behavior of remoteness is the desire to leave the environment, tend to ignore the details of the environment, a sense of dissatisfaction and low purchase intent (FERREIRA, 2007).

Some Experiences

Gueguen & Jacob (2010) conducted a study in a flower shop where consumers were exposed to an environment with romantic songs, pop songs (songs usually played at florists) and no music. The result was that consumers spent more time in the store when romantic music was played, but found no correlation between romantic music, pop music and music-free environment when the chosen factor was the average ticket spending by consumers.

Some Experiences

The study Broekemier, Marquardt and Gentry (2008) sought to determine which of the two dimensions of music, happy/sad or within the popular music/non popular, had significant effects on the purchase intention. The research showed that when respondents were exposed to the dimension happy/sad, there was a direct effect on purchase intent, purchase intent however was higher when played happy music/popular music.

Some Experiences

Other studies have related musical genres with the perception of time that the consumer stays in the store, the mood of the consumer during the shopping experience, the decision to return to the store and attitude approach/remoteness. Both studies used as music genres forró, gospel, soul and axé. The first demonstrated that there are significant differences in perception of time remained in the store over the musical style. With respect to gender men are less sensitive to variations in musical rhythm. With regard to the gender of the consumer mood axé was what caused less positive feelings consumers of both sexes, and the case of the probability of return, the musical genre that got the axé was the lowest average

Conclusion

The influence of music on consumer behavior has been demonstrated in studies involving the purchase decision of the consumer and his stay at the point of sale. One thing in common found in studies that when music is regarded as familiar to the consumer, it brings more positive responses in relation to purchase intention, the perceived time, the approach/remoteness, satisfaction and average ticket spending. Another important point to emphasize is that the consumer is affected differently when separated by gender. Women have been shown to be more sensitive in the buying decision depending on the genre than men.

As demonstrated in this study, there are few national studies linking music with consumer behavior. Some suggestions for future research is to relate this issue with the dimension consumer loyalty, and change the locations of the experiment, whereas there are several covariates that may influence the response to the music.

THE INFLUENCE OF COLOURS ON CONSUMER BEHAVIOR

Did you ever think why the logos of famous food restaurants use “red” as prime color? This is because red color is known to seduce inner cravings.

Similarly, you will find logos of most of the financial institutions in blue color as it adds an element of reliability. Think about Barclays, IFC and AXA. Without further ado, let’s explore the

enigma of color psychology and how famous brands use them to invoke their target audience

RED Red is the most powerful color amongst all. It has a tendency to stimulate mind and attract

attention. See the red chilies and you will feel the craving to eat them all. Red is also a symbol of youthfulness which makes it a favorite for the youngsters.

Red is popular in food industry and it is used in logos of many famous food and beverage brands. Let’s have a look at some of them.

The first Coca Cola logo was colored in black. It was not until 1958 that the logo made a transition from a black typeface to a rich red background. The current logo design infuses the same red color as a stimulus to market its brand.

The logo of KFC has gone through several changes since its inception in 1952. The two most obvious redesigns in the logo were the visage of Colonel Sanders and the red apron that was added in 2007. As the company offers tasty delicacies, the red color remains is used to entice the food lovers.

BLUE Blue is the King of all colors as it is the most visible amongst them. It translates reliability and a

sense of dependency to the people. Blue has a character which makes it suitable for technology and health-related brands. You will

find blue colors in logos of IT and health businesses. For example:

The logo of Oral B uses the dark shade of blue in background which adds substance to its brand identity. The blue color goes well with theme of Oral B that emphasizes the health.

The blue theme of Facebook has more scientific reasons than technical. Mark Zuckerberg happens to be red-green colorblind. So, he has no choice but to select “blue” for the emblem. In his own words, “Blue is the richest color for me; I can see all of blue.” Nevertheless, the blue color has a key role in the phenomenal success of facebook and facebook icon.

GREEN Green color is associated with health and prosperity. People also perceives green as a source of

serenity and peace as it is closely related to nature. Just look around the natural and you will get bogged down by the richness of this color in natural world.

As green signifies wealth and nature, it exists in the brand identities of some of most prestigious organizations:

Animal Planet is a famous channel for people who love nature. It has a logo design with green color in the lead. Although the logo is not very well received, the green color definitely set off the theme of the channel.

BP has a logo design with green color in the lead. The green color comprises the outer layer of its emblem which suggests greener environment that is the slogan of BP plc

YELLOW Yellow holds energy and warmth. Yellow is an imagery of sun which makes it a color of hope and

optimism. This hue of orange has a higher wavelength which is why it is often used to draw attention of viewers. Yellow is also known to stimulate hunger. No wonder so many popular global food restaurants use yellow in their theme.

The element of yellow color is visible in brand identities of many international brands. Such as;

McDonald’s has retained the yellow colors in its logo since 1953. The current matt yellow color enhances its beauty and tantalizes the taste buds of the onlookers.

McDonald’s has retained the yellow colors in its logo since 1953. The current matt yellow color enhances its beauty and tantalizes the taste buds of the onlookers.

BLACK Black radiates elegance and power. People perceives black as the highest in class and status.

History tells us that black has been a choice of the elites. The famous black gowns were emulated from the priests who first wore them in 12th as an outer covering.

Black is a symbol of superiority which is why it is the leading color of plenty of upmarket products. The most popular of them are brands of apparels and fashion industry as:

One of the world’s most valuable brands, Channel uses black color in its logo to signify its prestige. The black color aptly represents the supremacy of this brand to its customers.

GREY Grey is a neutral color which anesthetizes the mind. It suggests a feel of calmness and tranquility.

So, the next time you do up your business theme, you should paint it grey for a classy look. Grey is also an indicator of maturity as seen in the grey hairs of old people.

Grey is famous for its simple and clean look. People with a highbrow taste have a fascination for this elegant color. Most of the time, you will strike this color in brands that has a class

The brand identity of Swarovski epitomizes style and class which are the two virtues of this company. The logo is designed in grey which signifies superiority to its audience base.

The iconic emblem of Mercedes is a symbol of sophistication and luxury. The grey color truly translates matchless character of Mercedes to its target audience.