| Popis: |
Thesis (Masters by research(Marketing & related studies))--University of South Australia, 2020. Includes bibliographical references (pages 102-117) The popular belief is that different styles of music appeal to different types of people. For example, white, middle-class males prefer Rock music, while listeners of Country music are older and low in educational achievement. However, these stereotypes are inconsistent across studies. This thesis re-examines these music stereotypes by applying consumer behaviour patterns found to describe brand choice in packaged-goods, financial services, radio stations and television programs. Key Insights: Music genres are similar in their listeners’ age, gender, ethnic background, social class, personality type or listening motivation. Music choice is driven by the popularity of a genre, artist, album or song. People most prefer the music that was popular during their teen-years. Music listening is eclectic and such listener stereotypes are untrue in today’s contemporary landscape. |
