The effect of music, time perception, attitude and intention to purchase in retail stores: An application in supermarket

Nowadays, due to increasing competition and challenging market conditions, businesses have been using different ways to appeal to the consumers and to have a place in their minds. One of these methods is to influence consumers by using the store atmosphere. Music, from elements of store atmosphere, is one of those factors that can affect consumers today. Therefore, this study was designed to measure the effect of background music used in retail stores on the time perception, attitude and purchase intention of the customers. The data were obtained by applying a questionnaire to supermarket chain customers who lived in Hatay. In the questionnaire, questions that attitudes toward the store and the questions used to measure the perspective of the music used, were obtained from Turner's (2012) study. The questions to measure the effects of music on shopping and the feelings after shopping were obtained from Herrington (1996). Questions to measure the effect of music on purchasing behaviour were obtained from Ng,P.Y (2011). The questions about the post-shopping responses, feelings during shopping, the amount of time spent and spending were obtained from Morrier (2005). The questions that measure the general satisfaction from the store and the status of the store recommendations were obtained from Akrin (2013). When the analysis findings are examined, it is concluded that the music played in supermarkets, the tempo and the appreciation of the customers affect the overall shopping satisfaction of the customers, the enjoyment of the music played affect the time spent in the store and the buying behaviour of the customers. The results of the study are aimed to increase the consumer satisfaction of the enterprises and help to create a store atmosphere. Keywords: Store atmosphere, music, time perception, purchase intention