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The main aim of this study was to investigate the influence of sound on consumers buying behaviour in apparel retail stores. The type of research design used in this study was exploratory in nature, making use of a qualitative approach and a communicative technique of focus group interviews and naïve sketches. The data gathered was analysed by means of Tesch’s inductive descriptive coding technique, better known as thematic analysis. It was found that sound has the ability to influence consumers in either a subconscious or a conscious way. This has a direct influence on the amount of time that consumers are willing to spend in-store and ultimately influencing their buying decisions and behaviour in either a positive or a negative way.

Sound and consumer buying behaviour: do apparel retailers take note of the effect of sound on buying behaviour.