Effect of music on customer's behavior in ourchassing process

Abstract: Marketing is a tool that must always be sharpened to meet the market needs. In a world of constant evolution, marketers are looking for new ways to attract and capture the attention of consumers. The emergence of new forms of marketing makes sales experience increasingly rich and increasingly difficult. The points of sale must offer originality to rival and beat the competition in all aspects. The use and stimulation of the senses through sensory marketing makes more satisfactory consumer experience and allows to differentiate in the market. Different theories say that music is an atmospheric element that influences consumer behavior. However, these writings do not take into account demographic factors. Nevertheless a difference between generation is present in the way of consuming. The study is focused on Generation Y in order to know the specificities of this one. In fact, generation Y has evolved in a very intense musical framework and it would be interesting to observe their behavior in-store face a stimulus in order to analyze the influence.