SAM NIK MUN

ABSTRACT

The impetus for conducting this research study is to discover what is the consumer behaviour in classical music industry as well as what is the relationship between Malaysian Philharmonic Orchestra (MPO) and Music Recording Shops (MRS). The Hierarchy of Effects Model (HEM) and the fundamental for influencing forces are used as the theoretical framework and the foundation of the literature review in conducting this research. The HEM consists of six steps – Awareness, Knowledge, Liking, Preference, Conviction and Purchase. The fundamental for influencing forces is cultural, social, personal and psychological. These are the frameworks that can find out how consumer behaves in classical music industry. Primary data were collected through questionnaire and interview. The researcher has interviewed three companies, which are Malaysian Philharmonic Orchestra, Tower Record and Salem Power Station music store. He secondary data were also collected by Internet and publish data. Both statistical table and the charts will be presented precisely in the finding and analysis. From the findings consumers will go through the six steps of HEM and the social, personal and psychological factors have influenced their behavior in the classical music industry. Furthermore, the researcher also found that MPO and MRS are highly interdependent. The researcher has recommended that MPO and MRS should know their customers well, so that accurate information will be sent to potential audiences effectively and efficiently. Beside that, the researcher also suggests that MPO and MRS should work hand in hand to overcome each other’s limitations and provide synergy effect, so that classical music lovers will have a better service from the classical music industry.

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Bachelor of Arts (Hons) In Marketing

December 1999

Numbers 35