Abstract This paper will handle the issue about soundmarketing to awake the modern buyers’ instincts and the desire to buy. The main focus will be on the use of music in coffee shops, to see how effective the music can be as a part of coffee shops experience design, to create a good atmosphere among the customers, as they sit around and enjoy a “good cup of coffee” in the respective shop. Our method to handle the issue regarding the effectiveness of handling the music as a part of a companies marketing strategy, has been chosen with a case represented by the coffee shop chain Baresso Coffee. We chose to use Baressos Coffe shop at Rådhuspladsen in Copenhagen, as a research field. This gave us the opportunity to ethnographically study our chosen individuals and their behavior, by getting insight to the first-person-perspective reflections of the experience. To versify our theory, that the music is an important instrument to create a meaningful experience when customers chose to enjoy a cup of coffee in Baresso, we have interpreted on our gathered first-person reflections and compared it with our interview from a professional sound marketing chief and with our second – hand interview from a book with the product chief working for Baresso. By choosing this method we’ve been able to compare if the marketing strategy that Baresso would like to carry out in the real world, by creating a meaningful experience for their customers by offering them a peaceful and relaxing environment to enjoy their coffee and to get a “time out” from a hectic everyday life, through the use of peaceful background music; is actually in accordance with the customer’s experience. The reality maybe, that the sound strategy may not be fulfilled in real life as well as Baresso may think, they thereby won’t be able to offer their customers quite as meaningful an experience as they may wish.
|Uddannelser||Erhvervsøkonomi, (Bachelor/kandidatuddannelse) Kandidat|
|Udgivelsesdato||16 jan. 2012|