purchase paper lists the conclusion and recommends future

purchase intentions, behaviour choice, perceived activity, recall, cognitive and affective responses, preferred and perceived complexity and emotions expressed. There are only few researches on music effect on mood and thus its implication on behavioural (e.g. Changes in affect, purchase intention, and recall) and non-behavioural (e.g., sales volume, product selection, shopping time). aspects of marketing. In nonbehavioral, three dimensions have been focussed namely activity factor, pleasantness factor and potency/personal factor. The research paper lists the conclusion and recommends future proposition to guide further studies.Professor Mehrabian combined the statistical results of verbal and nonverbal communication and devised a 7/93 rule which means that on 7% of our communication is verbal whereas 93% is non-verbal. This 93% is split into 55% of body language and 38% of tone of voice. This shows analysis of non-verbal communication is very important for studying consumer behaviour. Coming to the basics of marketing, we are aware of the fact that apart from stated needs, there are many unstated, hidden needs. These needs are expressed through different gestures when they are faced by unpleasant or contradictory situation. These needs require trigger that convert hidden emotions/mood into action which helps marketer study consumer behaviour. Non-verbal communication gives a cue of what is there in consumers mind. (Source: website)In this article, the focus is on analysing the mood of the consumer with the input given as music and what are its implication on behavioural/non-behaviour aspects. Mood can be defined as emotional state which are less intense, transient and short term (source: consumer behaviour) They can either be positive or negative and these get triggered under various conditions. Moods are usually inferred through body language, gestures or behaviours. Consumer, because of different in interests, tastes, preferences, develop different reaction towards products/services/ brands. These reactions are one of the most important input to develop promotional campaigns that would lead to positive state and hence would lead to inclination of the consumer towards their product/ services/brands.¬†There were experiments performed by taking 31 selections out of which the top ones were word selection test which showed that the not only the right lyrics but the same accompanied by the right type of foreground background music which transfers the emotions which it wants to convey with right rhythm, tempo, sonic qualities in the music completely changes the mood of the person. The focus of this assignment will only be behavioural aspect of music and as a mood influencer.The three characteristics of focus in this article is time, pitch and texture. As a marketer, it is very important to understand the difference in rhythm, tempo and phrasing as any changes in this or combination of these can have significant impact in the mood of the consumer which result in difference in purchasing behaviour. These factors again depend on where is the music played, for promotions or in store. If its in store, the time factor (fast/slow) or rhythm changes the speed with which the consumer is shopping. There was an experiment which showed that there was 32% increase in the time spent in the store while playing slow music compared to fast music. Here again the choice of music depends on what type of product is and whether there is a need of quick purchase or provide time to consumer to analyse. But again, this is an inverted U-shaped function i.e. up to a certain point it is beneficial but it will then be inverse relation. This also depend on what time of the day is i.e. a fast music with higher tempo can be played near to the closing time whereas slow music can be in off peak time. If the same is played as a song as a part of promotion strategy, that could convey different meaning about the brand. There the same becomes a part of brand personality.¬†Pitch factor is also important to measure loudness. It shouldn’t be very high that it annoys the customer and shouldn’t be too low that it is unheard. If used in brand promotions, it is used to display whether the brand is happy or unhappy. It depends on what message does your band wishes to convey to customer about itself. Rising and falling, complexities, keys and notes affect the perception which consumer make out of the promotion depends on what type of mood is aroused within the consumer. Pitch also helps in memorizing. Pitch dimension includes properties of mode, harmony etc.Texture includes timbre as well as instrumentation, volume and dynamics. These determine cognitive and affective aspect and also affect the responses such as heart rate, respiration and skin conductance. The response of all these factors can help marketers identify segments and devise strategies to target segment in such a way that it hits the exact needs of the consumer.Further the behaviour of consumer is never same. It also depends on how many times has the specific music been heard or not and behaviour changes as per repetition. It also depends on what type of association that have had with the music. These can have different interpretation by different consumer. Sometimes there can be a situation of employing unfamiliar music, these researches would help us identify what type of music we should create for our promotion as per the response we expect from the consumer. Also, there are various consumer of different age group and each age group have different affinity towards different types of music. Therefore, it is essential to link the brand, product and music in right way so that it hits the right spot and convert the sale. Essentially music can be used at those places where the purchases have low cognitive involvement and high affective involvement. If the music is perfect, there are chances of impulse purchases as it affects the decision-making ability of the consumer. Therefore, it is very important to have a proper combination of all factors of music along with right set of product and customer so as to make the strategies effective