Music Appeal Strategy and Market Performance of Locally-Based Restaurants in Owerri, Imo State

Abstract

This study investigated the relationship between music appeal strategy and market performance in locally-based restaurants in Owerri, Imo State. Using a survey research method, data were collected from 40 management staff members across ten selected restaurants. A structured questionnaire was utilized to gather information on staff perceptions regarding the impact of music on customer experiences and market performance. The analysis revealed significant correlations between music appeal strategy and various performance metrics, including repeat purchases and profit margins. Specifically, music appeal strategy was found to have a strong positive relationship with repeat purchases (r = 0.572) and a moderate relationship with profit margins (r = 0.462), while its relationship with sales volume was weak (r = 0.054). The findings underscore the critical role of music in shaping customer behavior and enhancing the overall dining experience. Based on these results, recommendations are made for restaurant owners to strategically curate music selections and adapt them to different dining occasions to maximize customer satisfaction and profitability.