The primary objective of this exploratory study was to investigate the perceptions and
preferences of customers regarding the background music in a coffee shop setting. Specific
secondary objectives focused on aspects such as the role of music to contribute towards the
total store atmosphere, and whether customers prefer live music to prerecorded music. It
hypothesizes that male and female patrons have different preferences regarding the playing
of romantic music.
A non-probability area sampling method was used as the patrons who visited the selected
coffee shop at that point in time were requested to participate in the study. In total 120
respondents completed the questionnaire.
The results show that patrons prefer live music to prerecorded music and that male and
female customers do not differ significantly with respect to preference for type of music
played in coffee shops. It was also found that certain musical instruments (e.g. the clarinet)
could be annoying to some customers. The managerial implications for managers are listed
and directions for future research are offered.
Palmer, Craig Sidney(University of Pretoria, 2013)
The research study, Caught between Christianity and the hard rock: A narrative study, presents, explores and discusses the stories of Christian hard rock musicians from a predetermined Christian hard rock band, comprising ...
Pelser, Maria Magdalena(University of Pretoria, 2009-10-30)
In text linguistics coherence is seen as one of the key factors in communication and textual interpretation. Text linguistics, as an inter-disciplinary field of study concerning the textuality of texts in conjunction with ...
Adeogun, Adebowale Oluranti(University of Pretoria, 2007-10-11)
This study traces the development of music education in Nigeria from its origins to the present day and clarifies how certain ideas and practices in Nigerian music education have originated. The study includes the discussions ...