Abstract

Purpose

To test if the decision-making process of customers in a restaurant environment can be influenced by auditory stimulation.

Methodology

An inductive and deductive approach to a qualitative research method. An experimental design through a focus group and an experiment. Results of the experiment has been statistically tested through a Chi-square-test. It tests the possibility that chance could have been the reason for variations during the experiment and not manipulation.

Findings

A statistically significant correlation between culturally conditioned music in a restaurant environment and the sales of shrimp baguettes.

Theoretical implications

Findings of the study confirms the theoretical hypothesis that states the customers decision-making process in a restaurant environment to be influenced by auditory stimulation.

Paper type

Bachelor thesis, 15 hp

Keywords

Sensory marketing, sense of hearing, perception