The Impact of Background Music on Consumer Spending Patterns Evidence from Hospitality Industry in Bahir Dar

Berhanu, Daniel

dc.contributor.author	Berhanu, Daniel
dc.date.accessioned	2025-07-21T12:51:35Z
dc.date.available	2025-07-21T12:51:35Z
dc.date.issued	2025-06
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/16768
dc.description.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.	en_US
dc.language.iso	en	en_US
dc.subject	Marketing Management	en_US
dc.title	The Impact of Background Music on Consumer Spending Patterns Evidence from Hospitality Industry in Bahir Dar	en_US
dc.type	Thesis	en_US