Music's Impact on Consumer Buying

This report investigates the influence of music on consumer buying behavior within the UK footwear retailer, Schuh. A quantitative research approach was employed, utilizing a questionnaire distributed to 65 customers. The study's hypothesis posited a significant positive relationship between music and buying behavior. Data analysis, using SPSS, included descriptive and inferential statistics (correlation and regression analysis). Results indicated a strong positive correlation and a significant positive impact of music on consumer behavior, explaining 50.7% of the variance. The study's limitations include a small sample size and the use of non-probability sampling. Future research could address these limitations by employing a larger, more representative sample and exploring additional influencing factors.

The Effects of
Music on
Consumer
Buying
Behaviour
The Effects of Music on Consumer Buying
Behaviour
Abstract:
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The final objective of the study is to sift the influence of playing music on consumer buying
behaviour. To meet the objective of the research, UK based retailer: a footwear retailer;
Schuh has been taken into account. We know that consumers have to make choices everyday
whether it is the food they eat or the clothes they wear and there are different ways in how
consumers will come to a decision. However, there can also be other factors which may
influence consumers buying behaviour. In this study, the effects of background music on
customers of footwear retailer Schuh will be investigated. Further, it is given that music can
have its own psychological effects on consumers and the footwear industry was chosen in
particular because it goes without saying that a lot of footwear trends these days are a result
of psychological marketing e.g. celebrities subtly promoting styles.After reviewing the
relevant literature and theories pertaining to consumer behaviour hypothesis has been
constructed. The hypothesis of the study is that music has a significant and positive influence
on consumer buying behaviour. The data has been gathered from 65 customers of Schuh by
using questionnaires pertaining to music and consumer buying behaviour. Afterwards, the
data has been analysed by using SPSS. For analysis of the data, the descriptive and analytical
statistics have been taken into account. The results from the questionnaires have been
analysed by using frequency of the respondents in each option of each question. Furthermore,
the correlation analysis and regression analysis have been carried out. The results of
correlation analysis are showing that there is positive relationship between music and
consumer buying behaviour. Moreover, the results of regression analysis are also showing
that music has positive influence on consumer buying behaviour. The model summary is also
depicting that only music has explained 50.7% variation in consumer behaviour. The study is
helpful for the retailers of Schuh to formulate a strategy by taking into account the factor i.e.
Music so that consumer loyalty may be enhanced and it will have its further influence on the
sale of Schuh. Moreover, the limitations of the study and future aspects of the study have
also been discussed in detail.
1.Introduction
1.1 Nature of footwear Industry
There are no hard barriers to enter in footwear retailing industry in UK (Mintel, 2008), due to which
both the specialist and non-specialist of this industry have their considerable market share. Mostly
strategies have been applied by both specialists and non-specialists to focus on quality and price of
product in this industry. Richard Kottler (CE-British Footwear Association) said: “Despite the global
recession, the UK footwear industry, which is worth over £6bn per annum in total sales, remains a
very substantial asset”.1Mostly retailers belongs to this industry pay their attention towards strategy
(Secondary differentiation strategy), which is based upon the needs of the customers and price of
the product. These retailers focus to supply footwear with comparatively low-cost, which ultimately
affects the consumer buying behavior. While investigating the consumer buying behavior, it has
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been experienced that environmental / psychological factors also have an influence upon the
consumer buying behavior. These investigations highlighted new issues of maintaining current
position of retailers in this industry. Therefore, environmental strategies are required to discuss and
implement in this industry.
1.2 Organisation (Schuh)
Schuh was established in 1981 in North Bridge Arcade, Edinburgh UK with the philosophy- "To
provide individual high fashion footwear, sold in a unique and exciting retail environment." With the
passage of time several branches/store have been opened throughout the country. The principal
activity is to sale footwear through online activities and through retail stores. Recent annual report
of company for the financial year ended on 31st January-2015 disclosed that 12 new stores have
been opened during this year and sale (Turnover) has been increased by 7.6% (£230 million to
£247.5 million). £11.5 million have been invested in expansion of store networks, while in 2014;
£23.6 million were invested in this respect. Company is implemented the different strategies from
time to time to attract the consumer and playing of music in stores is one of them.
1.3 General Focus /Purpose
The main target of the research is to pinpoint theinfluence of music on consumerbuying
behaviourby taking into account UKs footwear retailer: Schuh. Furthermore, the research also
has its aim to check the relationship of music and consumer behaviour by controlling some
demographic variables.
1.4 Motivation
Mostly consumers of Schuh are loyal with the organisation and they prefer to repurchase
footwear from Schuh, there is still a space in the market where Schuh could not attract certain
consumers. Therefore, Schuh needs to formulate some strategies to attract consumers. The
aim of the study is to explore the influencing factors of consumer buying behaviour and
music is one of them so the study aims to find out how it affects consumers (whether
positively or negatively).In the past, research has been carried out to check the buying
behaviour of the customers by taking into account the different dimensions (Brands, Social
and environmentally store, Income of customers, Social status, Age of customers,
entertainment facilities and confidence in decision making) and the research compared the
results of male and female customers (Bikramjit, 2009). However, in this study the paradigm
has been changed by into account musical factor as an independent variable to check its
further influence on consumer buying behaviour. Furthermore, the regression analysis has
been applied to check the effect of music on consumer buying behaviour.
1.5Significance
The study will have its own significance as it aims to find out how music can affect consumer
buying decisions in store. Once research has been carried out it can help Schuh to decide how
exactly they can manage the music played in stores in order to increases their sales and to
also maximise utility. Furthermore, this study will be helpful to other organisations similar to
Schuh as they will be able to find out the significance of background music in stores and
therefore use the findings from this research to their advantage. For example, more attention
to store management.
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1.6Research objectives
 To check the influence of music on Customer buying behaviour in UKs footwear
retailer: Schuh.
 To investigate whether music can influence sales volumes.
 To investigate other factors e.g. psychological factors that may influence consumer
buying decisions.
 To report the explanatory power of the research model, which is investigating the
influence of provision of music in UKs footwear retailer: Schuh on consumer
behaviour?
1.7Research Questions
 Up to what extent the music influences Customer buying behaviour UKs footwear
retailer: Schuh?
 What is the explanatory power of the research model, which is investigating the
influence of provision of music in UKs footwear retailer: Schuhon consumer
behaviour?
1.8Background/Historical perspective of the study
The decision of consumer’s behaviour consist the choices between two or more options
regarding products and services, and the decision making from the consumers is about how
they choose the alternative between two or more options (Peter & Olson, 1999). As decision
means the choice of any one option out of two more alternative, so the decision regarding
consumer buying behaviour is a selection of any product out two or more products. The
knowledge of the customers and market is very essential for the management as these factors
are conducive to establish strategies concerning marketing (Chaipornmetta, 2010). Consumer
behaviour is a directive that consists of psychology, anthropology, economics and sociology,
which are useful to understand the decision making process regarding buyers (Individually
and collectively) (Dodoo, 2007). However, the researchers all had different views when it
came to defining and determining Customer behaviour (Chen, 2013). Peter (2010) and
Hawkins et al (2001) elaborated that consumer behaviour is the process in which individuals
take the option of certain goods and services to find which is more satisfactory for them to
fulfil their needs, taking into account that their choices will influence the whole society.
Belch and Belch (2007) depicted that consumer behaviour refers to those activities in which
consumers are involved to match the actual level of satisfaction of goods and services with
the desired results from those goods and services. The past studies regarding the consumer
behaviour have discussed what the consumer can buy, how the consumer can buy, where the
consumer can buy and why the consumers buy (Chen, 2013). Kuester, (2012) discussed that
consumer behaviour involves the processes, which are used by the consumers to choose,
safeguard and dispose of the goods/products, experiences or ideas for the satisfaction of the
needs and theses processes have their influences on society. It is further added that the social
factors play very important role in making decision of the consumers to purchase products
(Kotler & Armstrong, 2006). There are many factors, which have their influences on the
buying behaviour of the consumer; however, in this study the paradigm is shifted by
investigating the provision of pleasant environment (Playing music) and consumer behaviour.
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2.Literature Review
2.1 Theoretical Frame work for consumer behaviour
Microeconomic theory of consumer behaviour as developed by Alfred Marshall is significant.
The Theory presumes that an individual is a rational buyer who has complete information
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about the marketplace, their desires, wants and needs as well as fully capable to determine the
way to satisfy those. In other words the rational buyer will like to get the best value for
money from their purchases. As rational decision making is being key factor in this theory,
price would be regarded as the strongest motivational aspect. Hence price and income level
of consumers would be decisive factors in buying behaviour. Any individual buyer intends to
buy the items which deliver them the maximum utility or satisfaction level according to taste
developed and relative prices. This view point was traced back to Adam Smith (1776). In
economics, we refer to the satisfaction a consumers gets from a purchase as a “Utility”
(Sloman and Wride 7th Edition). It is hard to measure utility because every individual is
different so in this study consumer satisfaction will depend on how consumers choose their
footwear. However everyone is different so some people choose comfort shoes whereas some
may choose football shoes.
Alfred Marshall (1890) combined the classical as well as neoclassical traditions in economics
into refined theoretical framework which came to be known as the theory of Marginal Utility.
Marginal Utility is the extra amount of satisfaction a consumers gets if they consume one
more unit of the given good.
Preference approach of consumer behaviour was developed in 1930s, called the preference -
indifference curve approach. Increasing dissatisfaction with Marshallian approach caused
development of this theory. Assumptions of cardinal measurement of utility as well as
constant marginal utility of money were objected. Those assumptions considered to be having
no base and not able to derive law of demand as well as other related propositions of theory
of demand. It was stated that preference theory starts with the premise that a consumer is
quite able in expressing his preference for bundle of different commodities.
As far as Cardinal approach is concerned utility is to be considered as subjective sensation –
satisfaction, pleasure, wish fulfilment as well as need cessation – those are obtained by
consumption of commodity and experience of which is an object of consuming it. As per
Marshall assumption utility (satisfying power of any commodity) may be quantitatively
measured in similar manner as heights or weights may be measured. Simply utility is
cardinally measurable i.e, quantitative or numerical measurement is possible. Cardinal
measurability also depicts that utilities derived of different consumption levels of different
products may be added as well as compared for various individuals across the theory of
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consumer behaviour. Hence total as well as marginal utility may also be obtained. Hence
consumer is always deciding on the basis of not only utility but marginal utility as well.
Another important area to look at for the literature review of this study is the NUDGE
Theory. It is important to look at this as the theory suggests that positive reinforcements and
certain suggestions can influence consumer purchases. This is important because it is a
psychological element which can affect consumers. The theory is as it sounds, it is as if the
consumer is cleverly nudged into making a purchase- or an extra purchase at that. For
example, a suggested packet of crisps when a consumer buys a sandwich.
The choice agriculture theory says that consumers are heavily influenced by how certain
goods/products are presented to them. The theory says that before buying, consumers are
influenced by the default choice and short term benefit option. Both are self-explanatory so
this will be helpful in the research as new trainers are made clearly visible on shelves in
Schuh to attract attention. The Nudge theory can work with this as consumers are in a sense
being nudged towards the way products are presented.
Other theories of consumer behaviour are Theory of planed behaviour and Reasoned action
theory; Ajzen and Fishbein (1980) presented Reasoned action theory, whereas planed
behaviour theory offered by Ajzen in 1991. The fundamental and essential factor of these
theories is about the consumer’s intention, which is useful for performing behaviour. Ajzen
(1991) argued that a person (Consumer), who expressed more intention during the meeting
(Purchasing), he will perform more behaviour as compared to a consumer who demonstrates
lower intention. Samin et al. (2012) discussed that when a consumer thinks about purchasing
a particular product then he shows his attention. Reasoned action theory is concerning about
the consumer’s intention due to which they perform behaviour and this intention has its base
on two dimensions (Consumer’s behaviour and subjective norm). Both these dimensions
influence the consumer’s intention due to which they perform their behaviour.
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3.Empirical/Contextual Literature Review
3.1 Marketing Strategies
Many marketing strategies and marketing tactics are applied by organisations, businesses and
retailers to enhance sales and creating the effective environment or atmospherics is one of
them, which attracts the consumers visit that specific place and buy some products.
According to Philip Kotler (1973) (Marketing professor), atmospherics is “the conscious
designing of space to create certain effects in buyers” (p. 50).The term atmospherics belongs
to both the interior and exterior parts of the store being a store environment has many salient
factors for consumers’ experience, which they observed during shopping. Kotler (1973)
discussed that atmospherics is an essential marketing technique in store environment, where
products are placed for selling; on other hand it is an environment where there are a lot of
competitors and differences in prices are very small and where targeted groups are
focused.The atmosphere works like a medium, which affects consumer buying behavior. This
medium is used by the management to capture the attention of the consumer, works for
communication about the product.
According to Baker (2008) marketing strategy is a combination of communication process,
which aim is to lever the organization’s core resources to gain the competitive advantage in
present market opportunities. An effective marketing strategy includes the selection and
investigation of a returnable and maintainable market segment; establishing a suitable
marketing mix for provision of this segment; marketing of accurate product and maintaining
the customers by using the resources effectively (Doyle, 1997). Anyhow, establishment of a
marketing strategy cannot give better results or outcome without considering the environment
of an organization and without evaluating the organizational place in industrial force (Doyle,
1997). Porter (2008) discussed that if a firm want to gain competitive advantage then it
should keep into consideration its environment while formulating and implementing the
marketing strategies.
3.2Music and stores
Music in background in stores commenced since 1934 with the name of Muzak, which is
well-known music playlists and they are providing their services for stores all over the
country (Lindberg, 2009). Background music in stores is used as a marketing technique to
keep customers shopping. Good background music positively affects the mood of a
consumer, which further leads to purchasing products from the store(Sullivan & Adcock,
2002, p.156). In many cases, the consumers are well aware about music in background in
stores and they are argued that background music is not effective as it does not match with
the environment. Lindberg (2009), reported that they wanted to leave the place while playing
of background music in a resort’s restaurant during their dinner. Moreover, they feel better
while having breakfast in the same place with background music as it is suitable to the
environment (Lindberg, 2009). Mayer (2012), reported that blogger (Reporter’s article) who
has age of 60 years has an problem with the loud music in stores while shopping. Playing of
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music in stores has purpose to inspire the consumers to stay in shopping area so theymay
purchase more products and ultimately increase the sale of the store. Joacob et al., (2009)
carried out a study about the background music and they reported the results of the study that
music influences the consumer behavior positively and during background music consumers
spent more money. They further reported that if romantic music is played then the consumers
spent more money as compared to when pop music is played or no music is played.
3.3 Music and consumer behaviour
Background music is most important constituent of retail environment as Background music
is a tool for increasing sales and enhancing positive attitudes towards the store.( Yalch and
Spangenberg, 1990), but how much effective the sale would be and to what extent can music
improve or diminish sales within a store setting is still unexplored (Baker et al., 1992).There
is still limited research on how background music pleasures may affect real life store context.
Corresponding to plentiful field studies that have measured the effect of music pace
(Milliman, 1986) and mainly the art being delivered by that background music (Areni and
Kim, 1993) study on background music pleasure effects has been mainly restricted to
laboratory surroundings as pleasant music is associated with longer consumption time with
comparison to unpleasant music (Holbrook and Anand, 1990) and consumers spend more
time in such environment (Kellaris and Kent, 1992) and there are less negative emotional
reactions to waiting with more positive service evaluation (Hui et al., 1997), and there is
more desire of consumer to associate and creat a friendly environment with the service
providers in such environment (Dube´ et al., 1995).Business such as retailing are the places
where service utilization occurs in the firm’s facility, consumers’ evaluation may be
extremely responsive to whether they like or dislike the extent of environment such as
background music (Bitner, 1992). many environmental experts have revealed that customers
usually stays away from unpleasant environments (Russell and Mehrabian, 1978 ; Griffitt and
Veitch, 1991) as well as marketing studies also explained that extremely responsive behavior
has direct relationship with the environment of firms (Crowley, 1993; Spangenberg and
Henderson, 1996).
For more details on the mood preferences and behaviors of consumer on various effects of
music see Bruner (1990) He propose that the type of the background music is likely to create
stronger effects on perceptions and preferences. Smith and Curnow (1966) examined the
effects of music dimensions on definite feature of shopping behavior. Preferences for musical
genres are strongly influenced by individual differences as depending upon his life aspects
(Milliman, 1982). Hence different coustomers from different cultures would react differently
on same background music of a store (Cupchik, Rickert, and Mendelson, 1982). Hence
changing the type of a store's background music is more likely to create different effects
across different customer factions.
The effects of store atmosphere upon shopping behavior is explained by the Mehrabian and
Russell’s model (1974) this model was further improved by Russell and Pratt (1980).
According to this model there are two approaches; whether the consumer would be inclined
towards environment or will consumer avoid that environment (Booms and Bitner 1980). In
other words will the background music be approved by consumers and hence increases sales
or will the consumer leave the store environment due to disapproval of the music. If the
environment is enhancing consumer then the chances of affiliating with others in the
environment through verbal communication, eye contact and performing a large number of
tasks within the environment will be increased. Whilst actions like trying to get out of the
environment, tendency to remain unresponsive in the environment, and an inclination to
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ignore communication efforts from others would defiantly declines the rate of selling’s in
stores as consumer would try to escape from it as soon as possible (Donovan and Rossiter
1982, p. 37). Fast tempo music is supposed to be less frustrating, sad, and discouraging than
slow-tempo music (Kellaris and Rice, 1993). whereas no effect is found on positive affective
qualities like good, pleasant, nice feelings and also no any effect is found on sadness of
mood like calm, soothing, tranquil, sentimental. Holbrook and Anand (1990) purpose that
reasonable tempo encourage more positive sentimental responses, reliable with the
calculation from most favorable stimulation theories. However, the more pleasurable a
musical stimulus is the greater will be the level of arousal that produces maximum
receptiveness and hence increase sell as measured to the listening time (Holbrook and
Gardner, 1993).
Independent and interactive effects of music induced pleasure and arousal on consumers’
desire to associate in purchasing more products are found by many studies in past. Higher
desire to connect is associated with more pleasure and more arousal pleasure had a stronger
positive impact when arousal is low and high than under a reasonable level, and arousal had
a stronger effect on low and high pleasure in contrast to moderate level (Russell, Weiss, &
Mendelsohn, 1989). Phillip Kotler (1973) explains atmospherics as the mindful designing of
space to form certain impacts on buyers. The idea of atmospherics concerns to both the store
interiors as well as exteriors, with the atmosphere of the store creature one of the most
effective salient features of buying experience. Kotler further argues that atmospherics use is
an important marketing part in settings where the products are bought, where there are
competitors exists, where there is no large price differences, and where products are
manufactured for a focus group. In stores the background music is ubiquitous and customers
have small control on it. Lindberg (2009) explained that music was started early in 1934 with
formation of Muzak which is also a well known about music products and services provider
for stores globally. Graves (2010) further explains that the stores use the music as powerful
marketing tool which can influence the customers. Stores use it as a marketing tool to
influence the unconscious buyer behaviors, like having impact on their observations that how
long they were buying and affecting them to remain in a store for the long time as well as to
change their tempo. Sullivan & Adcock, (2002) suggested that the experience to the right
kind of music can evoke consumer’s mood which may increase their purchase probability. In
certain cases some buyers are responsive of background music and argue that it can’t be
effective if the music does not match the environment. Lindberg, (2009) explained that in
luxury resort restaurants, playing of music on dining time made environment crush to a
distressing halt making want to leave. On the other hand on breakfast period on the same
restaurant make the mood better due to suitability of background music according to
environment. He further explained that the DMX which is a service company for music
produced the playlists which were used within dining experiences but they choose the way
which was playing in breakfast meal. Gueguen& Jacob (2010) carried out a research
associated to the flower shop where customers were depiction to an atmosphere with
romantic, pop songs and with no music. In their result they found that customers spent extra
time in those stores when romantic music was played but they found no association among
romantic, pop music and music free atmosphere when the chosen feature was the average
ticket spending by customers. Broekemier et al., (2008) made another study to determine
which of the two measurements of music e.g. happy and sad or within the fashionable music
and non fashionable, had major impacts on the purchase objective. Barbosa and Andrade
(2009) examined the impact of music on inspiration and behavior of sellers and control on
opinion and consumer behavior in clothing store for women. Mandila&Gerogiannis (2012)
suggested that when it relates the association among style of music, satisfaction and the value
of money spent in the store, the type of music do not have impacts in the value of money that
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shoppers plan to spend but the jazz style of music and lounge music has influence and makes
customers use more.
Kotler (1973) define in atmosphere as a marketing tool that consumer buying behavior ultimately
effect by different atmosphere tools using to enhance the buying choice, such atmosphere including
different factors in which most prominent are ‘smell, brightness, temperature, music, softness,
smoothness, size and shape’. Music effect profoundly especially in motivation of consumers in
consumer behavior with additionally many other things like style color lighting, these are stronger
and quick affect rather other marketing tools effect on buying behavior of customers (Baker; Grewal;
Parasuraman, 1994). In this regard there are many studies to check the different behavior of
customers at using background music tool and otherwise as Gueguen& Jacob (2010) research in a
flower shop by with using different type of romantic music which is normally use in florists shop and
without any music, they found that consumer stay long time in shop if there is pop music or other
romantic music rather in music free environment and also there is more positive effect on consumer
buying behavior and spending when they are staying long in a stall. In the same way Donovan and
Russell (1982) also working on it by using 36 item measuring scale by adopting PAD (Pleasure,
Dominance and Activation) in retail his study also find rigorous impact on consumer buying behavior
while using music orienting market tactics. Intention of buying increase while there is happy or
popular music because it is directly hit the intention of consumer and it obviously boost the
consumer buying intention (Broekemier Marquardt & Gentry 2008).
This marketing tool of suing music in 1934 with creation of Muzak that is most famous serivise
provider in stores they also use to effect music in sensation quality of sound on shopping behavior
(Lindberg, 2009). Normally stores use background music as a marketing tool to influence the non
voluntary mind customers for change their behavior about how they should long stay in the store
and also change their behavior about shopping quantity (Graves, 2010). Varity of music and timing of
music also affecting the consumer behavior as music related to different occasion and old fashion,
new, happy or sad as described by Sullivan and Adcock, 2002 “The exposure to the right type of
music can evoke in consumers a mood that can enhance purchase probability” P.156. music choice
also effect during dinning timings, as one making breakfast having different mood while otherwise so
here background music is most suitable to attract the consumer behavior some music serving
companies like DMX manage their music production according to specific situations or there are
some channels who use and having their collection according to time (Lindberg, 2009).
3.4Personal and Demographic factors
The personal and demographic factors are vital for my project as even though there are
psychological elements in other areas of my research I found these factors of real importance
as they can have a significant impact on consumer behaviours in the industries I will be
looking at. Kotler (1994) argued that cultural, personal, psychological and social factors have
their impact on the consumer’s behaviour regarding buying particular products. There are
three main factors (Social, Situation for buying, Personal elements), which have their effect
on the consumer behaviour regarding buying the products (David & Geoff, 2000, p40). Many
researchers argued and reported that the personal factors (Demographic e.gAge and Income)
are most important, which have their effect on the buying behaviour of consumers (Kotler &
Armstrong, 2007, cited in Fatimah, Malgorzata&Agata, 2012). Booth and shepherd (1988)
discussed that the personality of the consumers, economical and cultural elements, and
attitude of the consumers, values of the product and emotions of the consumers influence
their decision pertaining to purchase a specific product. Steenkamp (1996) demonstrated that
the consumer’s characteristics pertain to social-demographics (Age, Gender, Qualification,
Income etc) and psychological characteristics, furthermore, marketing techniques (Sale
promotion, price discount, free sampling etc) and cultural values influence the consumers
while making their decision regarding purchasing particular products. The Age of the
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consumer has its influence on the buying behaviour of the consumer as with the passage of
time the preference of goods or product is changed. Life cycle of a family is distributed into
several stages e.g. Childhood, young, married and unmarried couples etc. and these stages of
life cycle are conducive for the marketers or producers to provides suitable products
according to each stage (Cherlin 2000).
3.5 Construction of Hypothesis
After reviewing the literature in detail, the following hypothesis is established.
H: Music has positive and significant influence on consumer buying behaviour.
4.Research Methodology
Research type
Qualitative and quantitative are the main two research types that can be selected by
the researcher. For setting highly suitable methodology researcher is required to make
selection of suitable research type. The rationale behind this, selection of further techniques
such as approach, philosophy, data analysis etc. is highly dependent upon the type of
investigation carried out by the scholar. Thus, by considering and evaluating the research
issue scholar can select suitable type. Under qualitative investigation, scholar makes
assessment of reasons and opinions that are associated with the issue which is going to be
investigated. Hence, qualitative investigation is highly significant which in turn helps in
framing hypothesis for the future study or investigation. Such type of investigation helps in
finding suitable solution when sample size is not too large.
On the others side, quantitative investigation implies for the one in which researcher
assesses problem and presents solution by analyzing numeric data set. Hence, with the motive
to derive logical and suitable solution of the problem quantitative research type has been
selected by the scholar. Thus, solution of the issue has been presented by the scholar by
evaluating the responses provided by the customers. By considering such aspect, it can be
stated that quantitative investigation has been carried out by the researcher to get deeper
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