The Impact Of Ambient Music And Scent On Consumer Buying Behavior In Retail Environments: A Sensory Marketing Perspective In Chennai City

Abstract

With the current competitive retail scenario, it has become imperative to improve customer experience in order to ensure long-term engagement and loyalty. Sensory marketing, especially in terms of ambient music and smell, is emerging as a strategic means of shaping consumer attitudes and behavior. This research analyzes the effects of ambient music and smell on consumer purchasing behavior in retail settings in Chennai city. Data was gathered from 107 respondents through a structured questionnaire and processed using SPSS tools such as descriptive statistics, correlation analysis, and chi-square tests. The findings are that although consumers are moderately affected by sensory stimuli, the explicit effect of music and odor on behavior like mood, duration spent, and impulse purchasing is nuanced. Statistically significant relationships were not observed between demographic variables (age and sex) and behavioral reactions. In spite of the scant statistical associations, the research points towards the effectiveness of expertly developed sensory ambiances in fostering enjoyable in-store experiences. Chennai retailers are advised to incorporate appropriate music based on culture and soft scent branding to increase consumer interest and satisfaction.