Influencing Costumer Perception in a Restaurant Business through Auditory/Music Marketing Strategies

Abstract

The feelings that accompany the use of a product often determines people’s continual usage of a particular brand or otherwise. Thus, this study examined the influence of costumer perception in a fast-food Restaurant business through auditory/music marketing strategy. The study area covers all the Crunches fast-food Restaurants in South East, Nigeria. The study was further restricted to the ones in Imo State. The population of the study is made up of all the customers of Crunches fast-food Restaurant in Owerri, Imo State. Sample size of 105 derived through convenience sampling technique was used for the study. Data were collected from a sample size of 105 customers comprising of 80 customers in the restaurant and 10 staff members of the restaurant. Interview was conducted on 15 customers on the basis of availability. The study employed simple frequency statistics, and t-test to test the hypotheses formulated. Content analysis was used for the interview data. The findings of the study show among other things that; music has influence on majority of the customers who found music in the restaurant to be exciting, enjoying and relaxing; this according to the results of the study makes the customers to also spend more time in the restaurants as well as maintain regular consumption or patronage of the restaurant for breakfast, lunch and dinner.