Influência dos estímulos musicais sobre o comportamento do consumidor de um supermercado

Abstract

The present work aims to analyze the influence of auditory stimuli on consumer behavior of supermarket retailers, located in a city in the interior of the State of RN. It is a research with consumers who attend supermarket environments and who are subjected to auditory stimuli (songs, touches, etc.). A quantitative questionnaire was used as a method of approach in order to focus on the exploration and identification of consumer behavior and to understand how this behavior can be influenced by auditory stimuli within the shopping environment in the supermarket. Based on the results of the research, it is possible to conclude that the communicative marketing activities through the auditory stimuli developed by the companies in the sales points project on the consumer sensations of unconscious and lull needs, which often result in purchase. Finally, suggestions are being made to companies to use audience attraction innovations through Sensory Marketing.