Positive Impact of Music on Marketing. Marketing Research Paper

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Positive Impact of Music on Marketing
Introduction
Music has played an important role in the fabric of society through the years. It has captured and inspired the minds of millions worldwide. The research paper looks into the positive impact that music has on marketing. To get the required information on the topic, qualitative research is conducted through literature reviews of journals with insight on the issue. Music use has been implemented in conventional departments, including psychology via the study of environmental psychology. In marketing, music is used to influence the targeted audience to purchase products in various shopping environments. The impacts of Music and the associated factors influence consumer choice significantly, making it a crucial component of marketing. Music has had a positive impact on the marketing process through the influence it has on people, which has made it a necessary component of businesses marketing strategies. The tempo, volume, and genre of music affect the psychology of the consumer. This effect can be used in enhancing the probability of the consumer to invest in the product or service.
The utilization of music has been analyzed in conventional areas like psychology on matters such as training and human behavior. Marketers implement the effect music has to motivate the consumers to buy their products in various shopping environments. The physical aspect of a product or service is only a small percentage of the total package bought by the consumer; the other percentage is composed of the atmosphere created around the goods purchased or consumed. In some situations, consumers are drawn by the atmosphere only. The atmosphere is defined as the environment created around a product that instills certain emotions on the buyers and influences their choice on whether to buy or not (Donovan 286). Music is an important aspect of marketing because it has a direct effect on decision-making.
Research Methodology
Qualitative research is the best-suited method to research this topic. It helps create a deeper understanding of the issues concerning a topic by looking into the reasoning, ideas, and concepts surrounding the topic. It gives an informed perspective on the topic. Qualitative research also reveals patterns in ideas and opinions that provide an even wider perspective of the topic. In this paper, the qualitative method used is through literature review. Journals and books that offer deeper insight are the main sources of information in the article.
Atmospherics
Kotler was the first to study the influence of atmospherics in marketing in his article “Atmospherics as a marketing tool.” Atmospherics stem from the foundation that consumers are influenced by more than the stimuli emanating from the goods, all the other aspects that surround the product also affects the consumer decision (Kotler and Achrol 9). Atmospherics is the attempt to shape the environment around which a product is bought to instill certain emotional states in the consumer to increase the chances of him purchasing the product. Atmospherics surrounding a product influences not only the buyer’s emotions but also their actions (Donovan 2...