Retail stores around the world have chosen to play famous music in-store to enhance the consumer experience. Music from top-charts have been known to have positive and negative impacts on the consumer buying behavior, influencing their decisions, product needs, and financial status. Famous music effects the cognitive abilities of the consumer during his shopping experience. It can generally affect the rational decision making process of the consumer.
Brands have been known to play most famous songs in the store to alter the brand perception usually for the best. It is no surprise that a girl aged 25 shopping in Sephora would connect more to The Chainsmokers than Erik Satie. Studies have shown that famous songs, also the most listened songs are able to create a connection with the consumer instantly.
Famous music helps retrieve memories for the consumer which alters their buying behavior in the stores. It enables the consumer to associate their memories with the present, which can be a rather personal experience for the consumer. The consumer feels more familiar and in-touch with the brand in such environment. The consumer is able to easily relate the brand image to a part of his self-identity to some extent which creates a stronger bond and loyalty towards the brand.
Research carried out by economists confirms their hypothesis that music in the top-charts when played in retail stores can greatly affect the perceived brand reputation and product quality for the consumer subconsciously. The consumer is inclined to feel better about his decision to purchase a product from a store which plays famous music, since most of the consumers are now listening to music listed in the top-charts. Brands use famous music to communicate to their consumers subconsciously. Often stores like H&M & Zara would play similar kind of music due to the composition of their consumers.