Title: Musical environment and its effect on restaurant patrons' behaviour in emerging market

Authors: R.K. Srivastava

Addresses: SIMSREE, University of Mumbai, Bluemoon, Bhwaninagar, Marol, Mumbai-400059, India

Abstract: The present study explores the possibility of frequency of visits, duration of stay; types of music consumer will like to listen in different types of restaurants. Research comprised of a field study carried out at different restaurants (N = 27) serving Indian, fast food, Thai, Chinese and Italian food in Mumbai - a financial capital of India with diverse culture. Results suggest that consumers purchase behaviour, frequency of visit, duration of stay and eating habits in a restaurant is affected by the musical environment. Duration of stay at the restaurant influenced by the type of music played quality of music, liking for a particular type of music, feeling that music refreshes the mind and liking for musical environment. This study contributes to the services marketing and consumer behaviour literature with reference to restaurant affected by music in emerging markets. The data will be of great use for global brands.

Keywords: restaurant atmosphere; music; restaurants; service element; musical environments; restaurant patrons; customer behaviour; emerging markets; visit frequency; visit duration; music type; India; culture; cultural diversity; Indian food; fast food; Thai food; Chinese food; Italian food; India; eating habits; services marketing.

DOI: 10.1504/IJICBM.2015.072431

International Journal of Indian Culture and Business Management, 2015 Vol.11 No.4, pp.517 - 537

Received: 18 Oct 2014
Accepted: 29 Nov 2014
Published online: 13 Oct 2015 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article