| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.6 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A música, como estratégia de marketing, tem desempenhado um papel fundamental junto
das empresas. Aliada a esta situação e dada a constante evolução e mudança de
preferências por parte dos consumidores, que cada vez estão mais exigentes, pretende-se
estudar a relação entre a música ambiente, a música ao vivo e o comportamento do
consumidor em cada uma destas circunstâncias. Mais precisamente, tenciona-se
desmistificar quais os métodos que comprovam que a música ao vivo influencia o
comportamento do consumidor positiva ou negativamente face à música ambiente, bem
como os aspetos que os consumidores julgam ser mais relevantes para a sua utilização em
espaços noturnos. Para a realização desta investigação, o Mills Bar situado na cidade de
Viseu foi o espaço escolhido. Para tal, foi feita uma pesquisa quantitativa através de um
inquérito por questionário e obtida uma amostra não aleatória. A pesquisa foi dividida em
duas fases: a primeira com música ambiente e a segunda com música ao vivo, em que a
playlist de músicas foi a mesma e no total se extraiu a resposta de 99 inquiridos. Para
averiguar o consumo, foi oferecido um cocktail aos consumidores, o mesmo nas duas
experiências musicais, de forma a compreender se a classificação dada à bebida foi mais
elevada quando houve música ao vivo. Os resultados apontam positivamente para esta
última questão e revelam que os consumidores atribuem uma melhor cotação ao ambiente
e atendimento do bar nessa condição. Nas questões relacionadas com a música, 60,9%
inquiridos concordam plenamente com a questão “Não consigo viver sem música”
quando estão na presença de música ao vivo e 26,4% afirmam o mesmo quando há música
ambiente, verificando-se assim uma maior sensibilização por parte dos consumidores na
presença de música ao vivo.
ABSTRACT: Music, as a marketing strategy, has played a key role with companies. Allied to this situation and given the constant evolution and change of preferences by the increasingly demanding consumers, we intend to study the relationship between ambient music, live music and consumer behavior in each of these circumstances. More specifically, it is intended to demystify the methods that prove that live music influences consumer behavior positively or negatively in relation to ambient music, as well as the aspects that consumers consider to be most relevant to their use in night spaces. To realize the accomplishment of this investigation, the Mills Bar in Viseu city was the chosen space. For this, a quantitative survey was conducted through a questionnaire survey and a nonrandom sample was obtained. The research was divided into two phases: the first with ambient music and the second with live music, in which the playlist of songs was the same and in total the response of 99 respondents was extracted. To check consumption, a cocktail was offered to consumers, the same in both musical experiences, in order to understand if the classification given to the drink was higher when there was live music. The results point positively to this last question and show that the consumers attribute a better quotation to the environment and attending the bar in this condition. About music’s questions, 60.9% of respondents fully agree with the question "I can’t live without music" when they are in the presence of live music and 26.4% say the same when there is ambient music, what proves that consumers are more sensibility when they’re in presence of live music.
ABSTRACT: Music, as a marketing strategy, has played a key role with companies. Allied to this situation and given the constant evolution and change of preferences by the increasingly demanding consumers, we intend to study the relationship between ambient music, live music and consumer behavior in each of these circumstances. More specifically, it is intended to demystify the methods that prove that live music influences consumer behavior positively or negatively in relation to ambient music, as well as the aspects that consumers consider to be most relevant to their use in night spaces. To realize the accomplishment of this investigation, the Mills Bar in Viseu city was the chosen space. For this, a quantitative survey was conducted through a questionnaire survey and a nonrandom sample was obtained. The research was divided into two phases: the first with ambient music and the second with live music, in which the playlist of songs was the same and in total the response of 99 respondents was extracted. To check consumption, a cocktail was offered to consumers, the same in both musical experiences, in order to understand if the classification given to the drink was higher when there was live music. The results point positively to this last question and show that the consumers attribute a better quotation to the environment and attending the bar in this condition. About music’s questions, 60.9% of respondents fully agree with the question "I can’t live without music" when they are in the presence of live music and 26.4% say the same when there is ambient music, what proves that consumers are more sensibility when they’re in presence of live music.
Description
Keywords
Música ao vivo Música ambiente Marketing sensorial Comportamento do consumidor