THE IMPACT OF BACKGROUND MUSIC ON THE DURATION OF CONSUMER STAY AT STORES: AN EMPIRICAL STUDY IN MALAYSIA

Consumers spend more time shopping and expect value-added options like background melodious songs, ample car parking, good ambience, prayer halls and rest rooms. The main concern is whether these facilities prolong consumers stay in the store and increase business sales. This research article is about the relationship between the background music tempo and the duration of consumers' stay in the stores. Data from 177 respondents were received and analyzed. The results show that the tempo of music is significantly affecting the emotional state of the consumers; fast tempo music increasing the pleasure and arousal levels. Slow tempo music has consumers stay longer in restaurants and supermarkets. However, the tempo of music does not play a significant role in manipulating the duration consumers spend in a book store and apparel shop.