Influential Factors on Consumer Music Buying Behavior from Music Stores

Abstract

Music is a product, which is present in many people’s lives. Also it is so popular among Iranian consumers. Every day we listen to music in different situations. Despite the importance of music in our lives, studies in Iran have tended to ignore the vibrant area of music buying behavior. Analyzing the music as a unique product through the lenses of marketing and consumer behavior knowledge is so important. Therefore, in this paper we tried to review the influential factors on consumer music buying behavior from stores. The population of this study consists of BA students of management and accounting in Allameh Tabatabai University. In order to analysis data, Kolmogorov-Smirnov, ANOVA, Pearson Correlation, Exploratory and Confirmatory factor analysis and Structural Equation Modeling have been used.
Results showed that music relevant traits, atmosphere, convenience, possibilities to communicate and range of products factors have positive influence on consumer music buying behavior from stores, but the socio demographic traits and time pressure factor did not have meaningful impact.
Key words: Music marketing; Consumer music behavior; Music buying behavior; Music procurement behavior