Types of Music in Book Stores and Evaluating the Age and Gender of Customers

Abstract

The spread of knowledge in today's society makes it necessary to provide strategies to acquire new experiences in all stages of human life. Research shows that music is one of the important elements in environment that can affect humans. This study tried to find ways to attract people towards cultural products with regard to the impact of music. This study by playing music (classical, traditional, pop) assessed age and gender of customers on arrival in bookstores in order to know that by playing which type of music what category of age and gender can be attracted to the cultural environments such as bookstores. To this end, in one of the book stores three types of classical, pop and traditional music were played in three days to evaluate the age and gender of customers. The analysis of variance (ANOVA) and Tukey test were used to analyze the collected data. The results showed that in book stores classical music had the greatest impact on attracting women and pop music on attracting men. In evaluating the three age groups 18-30, 31-42 and 43-52 the results showed that pop music, classical music and traditional music were the most effective in attracting customers respectively.