Consumer Buying Behaviour in the Philippines Music Industry


  • Jia Li Faculty of College of Music, Shanxi Normal University, Linfen, Shanxi 041099, CHINA



Inner stimuli, Outer Stimuli, Consumer Buying Behaviour, Music Industry


Increasing competition in the Philippines pop music industry demanded an investigation into consumer buying behaviour. Therefore, the study aims to describe the consumer buying behaviour of the Philippines music industry. Accordingly, 284 music buyers were sampled using the convenience sampling technique at two music stores in SM Baguio City, Philippines, and surveyed. Data were analyzed by using descriptive analysis. The findings indicate that most respondents purchased one music product in a single purchase (65.5%), preferred pop genre (20.1%), preferred music band (46.6%), preferred Sony (54.6%), spent 30 minutes on a music purchase (41.5%), buy music products one a month (56.3%), and spent PhP 200 or less for music monthly (55.3%). Hence, it is important for music stores managers who wish to expand the music industry to take consumer buying behaviour into foremost consideration. However, the actual behaviour of human being is such a complicated and overlapping manner that not all factors are at the same level of importance towards making choices, which calls for further exploration.


Download data is not yet available.

Author Biography

Jia Li, Faculty of College of Music, Shanxi Normal University, Linfen, Shanxi 041099, CHINA

International College, Krirk University, Thanon Ram Intra, Khwaeng Anusawari, Khet Bang Khen, Krung Thep, Maha Nakhon 10220, THAILAND


Ahmed, M. (2021). COVID-19 impact on consumer behaviour, demand and consumption. International Journal for Innovative Research in Multidisciplinary Field, 7(1), 63-67.

Anglada-Tort, M., Krause, A. E., & North, A. C. (2019). Popular music lyrics and musicians’ gender over time: A computational approach. Psychology of Music, 0305735619871602.

Gleitman, H., Fridlund, A.J. & Reisberg, D. (2004). Psychology (6th ed.). New York: Norton & Company.

Katsumata, S. (2008). Estimating Individual Preferences in the Music CD Market. Tokyo: Global Business Research Center.

Konsor, K. (2017). Intrafirm competition and release dates: Evidence from the recorded music industry, Journal of Media Economics, 30(4), 215-231, DOI:10.1080/08997764.2018.1515768

Marshall, S. R., & Naumann, L. P. (2018). What’s your favorite music? Music preferences cue racial identity. Journal of Research in Personality, 76, 74-91.

Perner, L. (2008). Introduction to Marketing. California: University of Southern California Press.

Sandhusen, R. (2000). Marketing (3rd ed.). New York: Barron.

Skinner, B.F. (1984). The operational analysis of psychological terms. Behavioural and Brain Sciences, 7 (4), 547–581.

Yalch, R.F. (1993). The influence of environmental factors on consumer behaviour: A decade later. In L. McAlister & M.L. Rothschild (Eds.) Advances in Consumer Research (Vol. 20). Provo: Association for Consumer Research.

Yson, D. (1990). The recording industry at a glance. In website, Philippine Association of the Record Industry. Retrieved, December 1, 2010. <>




How to Cite

Li, J. (2021). Consumer Buying Behaviour in the Philippines Music Industry. International Business Education Journal, 14(1), 112–121.