InfoPage: Performing Rights Society - Music is worth an extra £1.25 per pint!
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Want to increase your profit on each pint of beer? Then read on...
In a study carried out by researchers from Leicester University in a city centre bar, it was shown that music shaped the image of the bar and also influenced the prices customers were prepared to pay.
When it comes to planning your business - building the right image, setting the right prices and maximising profit potential - music really does make a difference!
In the study, different styles of music were played over a two week period in a city centre wine bar in Leicester and customers were asked to state the maximum price they would be prepared to pay for a range of drinks. They were also quizzed on their perception of the atmosphere in the bar.
The music played was alternated between pop, classical and no music at all. The study was carried out during lunchtimes and evenings so that the results would show a true average and be based on both types of clientele. In each case the researchers questioned drinkers and their responses produced amazing results.
You are what you play
When classical music was played, customers described the bar as sophisticated and up-market, but when pop music was played, the bar was considered younger, up-beat and friendly.
Music affects what people are prepared to pay
The study revealed that the perception of the image of the bar also had an effect on the prices drinkers were prepared to pay for a range of drinks and snacks. For example, when there was silence the average maximum price customers said they would pay for a pint of lager was £2.02 but when classical music was playing it was £3.27.
The implications are that music should be selected to fit the image you want to create and the customers you want to attract. Music is a powerful tool in creating or reinforcing how people feel and consequently how they spend. If you want your business to have an up-market, exclusive feel you can promote this with your music.
Music affects takings
This is backed up in another study where three styles of music were played in a coffee bar - Britpop, easy listening and classical, in addition to a condition of silence.
Customers were questioned about their perception of image and purchase intentions. The image of the coffee bar changed dramatically with the music played - with classical music it was thought to be sophisticated and with pop it seen as upbeat and lively.
Actual sales also showed that takings were highest on days where classical music was played, next was pop, then easy listening and then silence.
Information taken from:Music, Image & Pricing (North & Hargreaves, 1998)Purchasing Choice (North & Hargreaves, 1996)
If you would like any further information about this research including a free copy of the full report please e-mail cuvyvccn.greel@cef.pb.hx Please include your name, telephone number, e-mail address, company and reason for your interest.
