Influential Factors on Consumer Behavior in Music Procurement
Music consumption is a new topic in the academic literature, but the consumption of music itself has been part of human culture for centuries and all human more or less listen to it in order to fill their leisure time. Marketers always find it challenging to identify the best way for selling music which at the same time can be accepted by different consumers, too. So we tried to investigate the influential factors on consumer behavior in music procurement. Although there are many items affecting this behavior, we studied just two terms in this study which are individual and situational factors. We believe that despite the economic and social importance of music in our lives and the advantages and notable size of music industry, studies have tended to ignore the vibrant area of music marketing, and in the previous researches music has been observed as a marketing tool for increasing the sale of other products. In this article we tried to analyze the music as a unique product through the lenses of marketing and consumer behavior knowledge. Our functional objective is to help artists and music marketers to understand Music consumers’ behavior and identifying important issues for music consumers. The statistical population of this study is the BA students of management and accounting College of Allame Tabataba’i University. The estimated sample size consisted of 262 students. In order to collect the data we used adequate questionnaires. Afterwards, the questionnaires were processed using SPSS software. The results showed that 62.6% of the respondents were female and the rest were male. Besides 22.14% of them were in the age group of 18-19, 35.5% of them were 20-21 years old, 24.04% of them were in the age group of 22-23, and 18.32% of them were older than 24 years old. Also 13.74% of them said to have a weak income level, 41.22% of them have an average income level, 41.99% of them declared that they have a good income level, and the income level of 3.05% of them were excellent. To test the normality of the data, the Kolmogorov – Smirnov test was used and the results indicated that the data had been collected from a normal population. To further investigate the relationship between the variables, the Pearson Correlation Coefficient was used and the results showed that all the variables have a meaningful positive relationship. To analyze content validity, Conformity Factor Analysis has been used. The structural Equation Model was used to test the research hypotheses. To analyze the influence of socio demographic traits on consumer behavior in music procurement the ANOVA was used. The findings of the research indicate the positive and significant effect of music relevant traits, atmosphere, convenience, possibilities to communicate and range of products on consumer behavior in music procurement, but the hypotheses of the socio demographic traits and time pressure did not confirmed, it means that the results did not indicate the positive and significant effect of socio demographic traits and time pressure on consumer behavior in music procurement.
Honar-Ha-Ye-Ziba: Honar-Ha-Ye Mosighi Va Namayeshi, No. 53, 2016
77 - 84  
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