Using music in marketing: A research on large-scale retail stores in elazıg

Marketing Science is related to elements which ifluences human thoughts and behaviors. Music is important for marketing with its psychological and physical influences on human being.Stiuations in which music used in marketing activities are; to influence consumers? emotions and behaviors; to create atmospheric effects in retail environments; to support advertisements to reach its aims; to provide a successful segmentation and targeting and also contributing to the branding process with an overview.Each structural elements of music influences people in different ways. So, these elements can be used for different marketing purposes. The music should be considered in a professional manner and applied consciously in marketing, otherwise the music may effect on businesses in contrary way to their objectives.In this study, stiuations in which music used in marketing are researched under the light of scientific studies, and a survey was made on a large-scale of retail stores in Elazig, then findings were documented.