Attitudes and Behaviors of Young Adults toward Music in Retail Environments in Bosnia and Herzegovina (doi: 10.14706/icesos175)

Attitudes and Behaviors of Young Adults toward Music in Retail Environments in Bosnia and Herzegovina (doi: 10.14706/icesos175)

Pohara, Azra
DUMAN, Teoman

Abstract: Attitudes and behaviours of young adults toward music in retail environments in Bosnia and Herzegovina are in focus of retailers. The retailers want to attract more customers by creating an atmosphere for a particular type of people, class, age, with desired products. Influence of music can be seen all around the globe. Industry professionals make millions of dollars by producing and creating new songs and rhythms in special events (Example: Shakira; World Cup 2010). Music in Bosnia and Herzegovina is well spread, and it can be one of the best places to see how music influences human lives and their habits. It is well-known fact that Bosnian’s devote most of the time by listening to music and use it as a motivation or charm of happiness to forget everyday problems. For Bosnians, music is like a sweet drink, escapade from problems and life motivation. Music is their inborn gift, and for this study, Bosnia and Herzegovina is the right place to see how much music impacts young adults, and how retails stores can benefit from it. This study used previous research as a guideline to show the impact of certain music genre on consumer’s behavior and attitude in Bosnia and Herzegovina. The focus of research was to test the impact of music on young adult’s cognitive, emotional, and behavioral level, particularly with regard to attitudes and perceptions, and moods and feelings in the retail environment. Research data were collected from young adults in Sarajevo during the winter months of 2016. In total, 125 questionnaires were collected and used in data analysis. Research results showed that music is very important in making retail choices for young adults in Sarajevo. Also, the pace and type of music were found to be influential on retail choices of young adults who participated in the research study. Keywords: Music, retail choices, young adults, Sarajevo.

Conference or Workshop Item
PeerReviewed

2017

3642