In-store music and wine sales
sold at this location. On the second day of the experiment, only French music was played, and I carried out the exact same procedure for six hours, noting down how many bottles were bought from each country. Finally, on day three, the procedure was the same but Italian music was played instead. Overall, I was left with data from three days where the independent variable was changed every day and the dependent variable (the country of origin of the purchased wine) was measured. Alongside this, I carried out a survey, with 40 participants. I asked participants do you know the country of origin of the music that is being played? This was done to determine whether the music used was recognizable to the consumer and thus priming could take effect.
Number of wine bottles bought by region (during control day)
Average number of wine bottles bought by region (daily)
10 15
10 15
0 5
0 5
Series1
Series1
Figure 1: Bar chart to show average number of wine bottles bought daily by region: according to 1 month of store data (rounded to nearest whole number).
Figure 2: Bar chart to show the number of bottles bought by region during the control day .
On day 2 of the experiment, only French music was played in-store and the number of wine bottles bought was recorded alongside their country of origin. As was evident in the data from figure 1, this particular wine shop’s top selling wine was French wine which, over a one -month average, occupied 34% of all wine sold, despite the location selling wine from 14 different countries. This result was also evidenced by the data collected from the control day (figure 2), as France still held the lead position with 33% of all bottles bought being French. A successful result would be seen in the experiment if the new proportion of French wine bought when French music was played showed sufficient evidence, when hypothesis tested at a 1% significance level, that the increase in proportion couldn’t have been caused by day-to-day changes in consumer tastes. Throughout the 6 hours of sampling when French music was played, there were 25 bottles of French wine bought from a total of 41, making 61% of all bottles bought. Consequently, there was a 69% increase in French wine bought when French music was played (compared to the one month average data).
H0: P=0.34
H1: P>0.34
Where P is the proportion of the total wine bottles bought daily that are French
N is the total number of wine bottles bought on the day
X~B(41,0.34)
187
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