An Exploration of the Effect of Background Music in Retail Stores on Moroccan Consumers’ Perceptions and Behaviors

Purpose: Previous research has demonstrated the great effects of music on consumer behavior in retail settings. However, it is not always clear whether this effect could be generalized to the Moroccan context. Researchers recommend studying other contexts to generalize results. In order to fill in this gap, the purpose of our study is to examine the effect of background music on Moroccan shopping behaviors and also to explain all possible interactions. Design/methodology/approach: Data were obtained from an exploratory qualitative study undertaken in two phases. The first involved conducting 10 non-participant observations in five ready-to-wear and cosmetics stores, to identify what sort of background music was being played and the interactions between background music and customers. Secondly, individual interviews with 241 customers who visit retail stores on a regular basis. This study focuses mainly on retail music. Findings: Results indicate that retail music positively influences mood, emotion, perception of time, perception of store and behavioral intentions. This effect is mediated by congruence and preference. Also, customers highlighted in-store playing of trendy music or trendy songs (new titles recently released). We live in a world that follows trends, signaling a high capacity to influence customer responses. Practical implications: For managers, results suggest that retail music may be a good option to change Moroccans’ shopping behaviors. They must customize the acoustic environment according to the use of specific spaces and particular people they want to reach while striving to suit the each country’s culture. Trendy songs are more appropriate for Moroccan stores that carry local music as they are expanding internationally. Originality/Value: This work is the first to demonstrate the effect of retail music on Moroccans’ shopping behaviors, particularly in a developing country. Moreover, music trends seem to be an essential component of the Moroccan music environment. This particular interest in trendy music is justified by our generation’s enjoyment of it, and our tendency to follow the Buzz.