Armed with a specialization in marketing from my studies at ESC Reims, and a real passion for this sector, I decided to explore the realm of sensory marketing. Indeed, this new marketing approach seems to provide real operational value to the discipline.
Subsequently, I am more focused on a specific variable in sensory marketing: music. Be it popular music, or even the music in movies and commercials, I am especially sensitive to its intervention in everyday life. For wherever we go, it surrounds us, we can rejoice in it or find it irksome, it is conspicuous by its overexposure or its absence.
Either way, music never goes unnoticed. Through these daily observations, it became essential to measure its impact on consumer buying behavior and to what extent it succeeds in influencing them.
"Classical" marketing aims to understand consumer behavior more effectively in order to launch promotional campaigns to better target the increasingly complex needs of an individual.The shortcomings of these theories triggered the formulation of a more personal and intimate form of marketing that assesses subconscious behavior of the consumers: sensory marketing.
In-depth research into the realm of music has shown that music has effects similar to sex and food .It is therefore clear that there is a special relationship between music and the human spirit. For, beyond the external characteristics of a product, as suggested by classical marketing, the individual will also seek sensory stimuli. The consumer is vulnerable to certain emotions, certain behaviors that influence his/her purchasing decisions. Recognizing this human element in purchasing behavior, companies and brands are looking to shape their image and position through the music played in their outlets, or via the music played in adverts.
Given all these facts, we will analyze in detail how our mind reacts to music, and how ambient music can influence the purchasing behavior of consumers.
Sensory marketing has emerged to fill the gaps generated by traditional marketing. But what are the issues that led to the use of this new form of marketing?
•French commerce has been buffeted by various changes in just a few years on various planes. On a legal plane, even if legislation has changed very recently, the Raffarin Law and the Decree of March 27, 1992, imposed a series of constraints on traders. As a result, retailers no longer considered extending their sales area, choosing instead to manage the existing retail space in a specific order to maximize their brands.
In addition, the price war between traders has reduced substantially since the Galland Law which harmonized the terms of trade between retailers and suppliers, thus diminishing a major point of differentiation between retailers. Finally, the ban on broadcasting advertisements under the decree of March 27, 1992 caused further obstacles in the creation of a brand image.Distributors started focusing on the effective development of the retail space by studying consumer reactions to these provisions.
However, these dealers were also subject to strong foreign competition. The new foreign companies, both luxurious and dynamic, necessitated a constant renewal of the domestic companies. This change can be effected only by a new restructuring of the store, and by necessity, an innovative atmosphere. Statistics have revealed that such restructuring has often contributed to reinvigorated sales, for example, the renovation of the Yves Rocher store in Champs-Elysees resulted in a surplus turnover of around 46%.
Tags: marketing approach, sensory marketing, Classical marketing, Raffarin Law, advertisements, innovative atmosphere, foreign companies, Champs-Elysees
[...] III.The mastery of a musical environment and its effect on consumer buying behavior The added value of the presence of music and the weak influence of musical variables taken independently on the buying behavior of consumers We will analyze the effects of changes in different musical variables on the purchasing behavior of consumers. The question is therefore whether the musical variables taken independently can act directly on the client's behavior. The variables that have been most studied are: the presence of music in relation to the lack of music, volume, tempo, style and popularity. [...]
[...] Spangenberg, The effects of music in a Retting on Real Retail and Shopping Percieved Times, Journal of Business Research Proceedings: Jean-Philippe Galan, Music and Advertising: An experiential approach, Proceedings of the 15th International Congress of the French Marketing Association Norchène Bend Mouelhi Dahmane and Mourad Touzani, consumer reactions to the reputation and style of music played within a point of sale, Act of Congress, Lille Sophie Rieunier, The influence of background music on consumer behavior in stores: the role of tempo, the reputation and the absence of music, an act of Congress, Montreal Patricia Sibéril, Effects of music on purchasing behavior of consumers in supermarkets, Acts of Congress, Montreal Book: Dauce, B., Dion, D., Gallopel, K., Remy, E. [...]
[...] Interview with Sophie Rieunier Senior Lecturer in Marketing at IAE, Paris Author of thesis: The influence of music on consumer behavior in stores and other purchase areas I. Sensory Marketing I've always been attracted to the stores and what happens there. I have also always been attracted by the marketing and consumer behavior. If we cross the two, we get a variety of issues dealing with the behavior at the point of sale. Several ideas had been proposed including one on music. [...]
[...] The musical variables and their direct influence on the consumer buying behavior The different components of music (volume, tempo, style, reputation, etc.) are modeled according to the objectives of the brands. For example, Sephora is seeking an atmosphere of ‘luxury', so the store playing music is of discovery. However, Phonehouse, which has a young clientele prefers music with groove. We must therefore take into account the industry, the target and the objectives of the brand. The musical impact of these variables are taken into account with other variables. [...]
[...] Its influence on human behavior is so out of the ordinary that many authors have decided to approach the study of music from a marketing perspective. It is from 1920 that music first appeared in outlets facilitated by the technological advances. Sensing the potential in creating the right kind of musical ambience, many companies decided to interest themselves in this sector. Early theories on the subject appeared with Guy Serraf's publication in 1963 in France, followed by a publication in the U.S. [...]
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