Abstract

Title: Do music affect purchase behavior in a second-hand store? Course: 2FE16E Level: Bachelor thesis Authors: Oscar Berglund, Claes Persson and Jakob Tenerz Keywords: Purchase behavior, Second-hand behavior, Music on consumer behavior Tutor: Martin Amsteus

Examiner: Åsa Devine Purpose: To test the effect of in-store music on purchase behavior in a second hand store.

Hypothesis:

H1: Music has a significant affect on sales in a second-hand store. H2: Music has a significant effect on number of items purchased in a second-hand store.

Delimitations: The authors limited the concept of purchase behavior to the measurements: amount of items purchased by a customer and the total sum of each purchase made.

Methodology: Experimental design with structured observations were used for data collection

Conclusion: The conclusion that can be drawn from the gathered and tested data is that there is no significant effect of music on consumer purchase behavior in a second- hand store. However the collected data showed a tendency towards increased sales and bought items.