Impact of In-store music on Customers, Owners, and Employees in India

Music has the power to evoke emotional responses and helps to improve humans mental states. Music is mostly thought of more as an entertainment source but it can also be used to accomplish other objectives like enhancing retail experience, making unity, improving psychological behaviour. Background music played in stores can shape customers' sense of how much time they spend in a store, what to purchase, and how much to spend. In this study, the research was focused on how to enhance the customer music listening experience in retail stores. The multi-brand stores and big retail stores have their own music recommendation from music experts or music managers. In many local stores, owners play songs according to their own mood and liking. The wrong music selection affects the experience of customers and employees. For this research, fashion retail stores from multi-brand stores to locally-owned shops in Celebration Mall, Udaipur were selected. In the mall, it was observed that out of 30 fashion stores 24 stores were not playing background music. The purpose of this project is to enhance the retail shop experience in Indian stores through the use of music by following user-centric processes and researching all possible solutions to users' needs.