[Type text]1AN INVESTIGATION ON THE EFFECT OF FOREIGN MUSIC ON CONSUMERBEHAVIOUR IN AN ENGLISH CONVENIENCE STOREIntroductionPhilip Kotler coined the concept of atmospheric influence in 1974, which suggests that the tangibleand intangible elements can influence consumer behaviour in stores. In turn, several studies havebeen conducted on the topic (Zeeshan & Obaid, 2013). Atmosphere has become a fundamentalmarketing tool; however, sound is an overlooked component of marketing (Kotler, 2009). Kotler af-firms that music plays an important role in the store’s atmosphere. In fact, sound, along with sightand touch, is one of the three main sensory channels affecting consumer behaviour (Kotler, 1974).This research proposal first critically reviews the existing literature on the topic consequently pro-posing to address a gap of the existing studies on whether the familiarity of music affects consumerbehaviour or not. In order to verify so, it is proposed to examine the effect that unfamiliar Italianmusic has if put as a background at Londis, an English convenience store, in comparison with UK mu-sic background, which is likely to be more familiar to people living in London. This proposal is organ-ised in four sections. Section one will cover the analysis of the existing literature review about musicrelated to the store atmosphere. Section two will cover the elaboration of the proposed researchquestions and the third section will explain the methods underpinning how the research proposedwould be conducted. Lastly, accessibility and ethical issues that might be encountered will be con-sidered.Literature reviewThe idea of “atmosphere” in the business environmentrefers to the conscious design of space inorder to influence consumer behaviour (Kotler, 1974). The atmosphere of a place, has graduallygained importance since it is part of the total product bought by customers. In fact, goods are com-posed by a tangible part, which consists in the physical product and the intangible part, which re-sponds to different features that accompany the product such as packaging, advertising and, indeed,atmosphere (Kotler, 1974). Music is the main aural dimension of an atmosphere (Kotler, 1974).Thisis why the majority of the existing literature, covered by empirical studies, analyses the impact of thethree music variables, which are volume, speed and genre in relation with consumer behaviour(Ford, 2013). These are the components of the literature which will be reviewed.Regarding the volume variable, Cain-Smith and Curnow conducted an experiment in 1996, which ledto the conclusion that playing music with different levels of sound affects the amount of time spentby customers in a supermarket (cited in Soh, 2015). This is supported by Guéguen (2007) who sug-gests that customers tend to spend more time shopping when the soft music session is playing(Guéguen, 2007). Two other studies have been undertaken respectively by Kellaris and Altesech in1992 and by Baker and Cameron in 1996. Both of these studies, found that the louder the volume,the higher the amount of money spent per minute by customers (cited in Fern & Raman, 2015)demonstrating a direct music influence on their behaviour.