To Study the Effectiveness of Radio Transmissions in Retail Outlets on Consumer’s Buying Behaviour.

A Study of Delhi Region

Abstract

Consumer’s buying behaviour has always been a complex phenomenon. Numerous research studies have been carried out on this subject. This research will provide more insight into this subject through radio transmissions in retail outlets. It will study the effectiveness of instore radio, i.e., music which is being played in the background with timely updates regarding discounts and offers in various retail outlets. To have authentic information, the research will be carried out on primary data in the form of questionnaire surveys and interview method. It will study that what difference does music creates in the ambiance of outlet and how it affects sales. In this cut to throat competition, every brand wants to maintain its market share which makes them employ various strategies to attract their customers, instore radio is one of them.