Music in the awareness of retail trade customers

• Autorzy: Pierzgalska Elżbieta

Identyfikatory

DOI

10.29119/1641-3466.2022.156.24

• Języki publikacji: EN

Abstrakty

EN

Purpose: The aim of this study is to assess the state of customer awareness regarding the use of sensory marketing tools by companies operating in the area of the retail market. Methodology: The study uses secondary sources obtained by means of a measuring instrument prepared for the purposes of this study in the form of an online questionnaire. The study is a pilot and was conducted on a group of Facebook users dedicated to surveys. The survey was conducted on a representative research group of 277 respondents (both women and men) in different age categories. The data was analyzed using statistical methods. Findings: The results of the study show that music stimulates the way customers behave in shopping. In addition, the study focuses on audio marketing, which is still an underestimated area in Poland. Originality: The following article shows the opinions of customers on the use of music in commercial units for marketing purposes, allows you to see the importance of such treatments, among others in the pre-Christmas periods. This paper is addressed to owner’s retail stores.

Słowa kluczowe

EN

audiomarketing; sensory marketing; buyer behavior

PL

audiomarketing; marketing sensoryczny; zachowania nabywców

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2022
• Tom: z. 156
• Strony: 333--345
• Opis fizyczny: Bibliogr. 12 poz.

Twórcy

autor

Pierzgalska Elżbieta

• Bydgoszcz University of Science and Technology, Faculty of Management, Bydgoszcz

• https://orcid.org/0000-0003-3667-9863

Bibliografia

• 1. Churchill, G.A. (2002). Marketing Research. Methodological bases. Warszawa: PWN, pp. 497-499.
• 2. Deluga, W. (2018). Impact of audiomarketing on consumers’ purchasing behaviors. Marketing and Management, no. 3(53), pp. 27-50. https://wnus.edu.pl/miz/file/article/view/15255.pdf, 18.09.2021.
• 3. Hulten, B., Broweus, N., von Dijk, M. (2011). Sensory Marketing. Warszawa: PWE, pp. 77-79.
• 4. Iwińska-Knop, K., Sławińska, M. (2016). Trade in Modern Economy. New Challenges. Sensory Marketing in Chain Stores - Customer’s Perspective. Poznań: UNI-DRUK, pp. 213, 219. Trade in modern economy. New Challenges (wbc.poznan.pl), 08.10.2021.
• 5. Kolasińska-Morawska, K. (2011). Merchandising with creation of atmosphere as a form of communication with customer in a place of sale. Entrepreneurship and Management, tom xii, z. 5. Łódź,. p. 57. Microsoft Word - 00-XII-5.doc (san.edu.pl), 27.08.2021.
• 6. Książek, M. (2014). Music vs Client. A Few Words About Audiomarketing. https://marketerplus.pl/muzyka-klienta-audiomarketingu-slow/, 05.10.2021.
• 7. Pabian, A. (2011). Sensory Marketing Marketing. Marketing and Market, no. 1, p. 2.
• 8. Rybowska, A. (2014). Sensory Marketing in Computer Societies. Marketing and Market, no. 11, p. 251, 254.
• 9. Schmitt, B., Simson, A. (1999). Aesthetics in marketing. Strategic management of brands, identity and company image. Kraków: Publishing House of Professional Business School, p. 147.
• 10. Skworek, I. (2014). Senses for Profit. Sensory Marketing in Practice. Warszawa: Poltex sp. z o.o., p. 100.
• 11. Zalewska, M. (2014). Sensory Merchandising. Merchandising. Warszawa: Higher School of Promotion, p. 48.
• 12. Zielińska, A., Koy, N. (2017). Music as a tool for consumer impression creation in the place of retail sale. Modern Management Review, mmr, vol. xxii, 24, pp. 173-174. Zielińska-A (prz.edu.pl), 18.09.2021.

Uwagi

PL

Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).