Acta academica karviniensia 2013, 13(2):13-23 | DOI: 10.25142/aak.2013.020

STEREOTYPICAL IMAGES OF CONSUMER PREFERENCES AMONG LISTENERS OF VARIOUS MUSICAL GENRES

Marek Franěk

Univerzita Hradec Králové, Fakulta informatiky a managementu, Rokitanského 62 , 500 03 Hradec Králové 3, Email:marek.franek@uhk.cz

The paper investigated stereotypical images of consumer preferences among listeners of various musical genres. Undergraduate students (N = 132) were asked to rate food and beverage preferences of fans of classical music, jazz, pop, metal, techno, or rap. The results indicated the existence of clearly defined stereotypes of musical fans' consumer behavior. According to these stereotypical images there are large differences in food and beverage preferences among 'elite' music listeners (classical, jazz) and other music preference groups. Typically, the 'elite' music listeners prefer unusual and luxurious foods. Further, they have higher demands in the selection of beverages. In contrast, the listeners of 'heavy' music have quite different preferences. They prefer the traditional Czech cuisine, fast food, beer and common soft drinks. The consumer stereotype of pop listeners is between these two groups. They prefer specialties and fast food, preferences of beverages are in some respect close to listeners of 'elite' and 'heavy' music. The stereotypes in consumer behavior are consistent with other findings about stereotypical images of personal qualities and characteristics of listeners various music genres. The results of the research can be applied in marketing domain.

Keywords: beverage preferences, food preferences, marketing, music preferences, personality, social stereotypes

JEL classification: M30, M31

Received: February 28, 2012; Accepted: April 16, 2013; Published: June 30, 2013  Show citation