Impact of musical fits and image of different malls on consumer purchase behaviour
This paper aims to explore the process by which the influence of retail environment, especially the music on consumer perception and behaviour in eight malls. The data was obtained using a structured questionnaire from 436 respondents in eight malls survey conducted in India. Our study reveals that females are happier with the music played in the background in the mall compared to males. However, music in the malls has more effect on males purchase behaviour compared to females musical fit with the image of the mall increasing the duration of their stay. Emotional behaviour due to atmospherics will affect purchase decision especially of low involved products. The higher the music fit, the higher will be the shopping behaviour and frequency of visit.