The purpose of this paper is to investigate how the introduction of auditory sensory cues through music genres affect shopper’s emotions and purchase behaviour in a retail grocery setting. In the field of retailing and sensory marketing research, there is a paucity of knowledge on how auditory sensory cues impact on shoppers’ behaviour. The empirical study was a field experiment and entailed direct observation of shoppers of the Swedish grocery retailer ICA. The observations were based on a convenience sample of shoppers assigned to a control group (n = 75) and three experimental group (n = 75) in total 300 observations. Auditory sensory cues like music genres impact shopper’s emotions and purchase behaviour in a significant way at POP in buying coffee brands. The study provides guidelines for grocery retailers who wish to offer shopper’s a more pleasant shopping experience by emphasizing the role of in-store music especially music genres.