Abstract:
Background music plays a vital role in enhancing the atmosphere of
hospitality venues. The purpose of this study was to investigate the influence
of background music on consumer spending patterns in Bahir Dar city,
Ethiopia, hospitality venues. Specifically, the study sought to examine the
factors affecting for consumer spending patterns namely music tempo, music
genre, music volume, and music presence. This study adopted quantitative
research approach with explanatory research design. To collect data simple
random sampling technique was used. Primary data was collected from 342
cafe/ restaurant customers using self-administrated structured questionnaires
with five scale likert statements. Quantitative data was collected, coded and
entered into the computer for analysis using SPSS version 26. Data was
analyzed by using descriptive, correlation and multiple linear regression
models. The findings of the study revealed that music tempo, music genre, and
music volume were significantly associated with consumer spending patterns.
The multiple regression result of this study showed that music tempo, music
genre, and music volume were the factors that affect consumer spending
patterns. Meanwhile, music presence was found to be insignificant in this
study. Based on findings, hospitality venues should improve their selection of
background music tempo, genre and volume to create a welcoming
environment and provide comparative satisfaction for their customers.