A study of the buying behaviour of Maltese youths towards recorded-music

Abstract

Purpose: The aim of this dissertation is to provide insight on the consumer behaviour, including influential factors, information sources and consumption patterns, of Maltese youths towards recorded-music. Design/Methodology/Approach: This study is specifically based on Maltese youths aged 18 to 30. Before undertaking primary research, a review of existing literature on related themes is presented. An online questionnaire is used to collect data, and the ‘Statistical Package for the Social Sciences’ (SPSS) is used to analyse and present results in a quantitative approach. Findings: Results indicate that YouTube, friends and social media are the most influential information sources. This study discovers that music downloading and music streaming are the most popular means of acquiring music, mainly because of price, convenience, ease of use, and access to large amounts of music. The author finds out that socio-cultural effects are minimal, as opposed to the effects of technology, market trends, price, and marketing efforts. As a result of this, Rock and Pop are the favourite genres by males and females respectively, whilst computer and mobile devices are the most popular music-playing devices. Research Limitations: The research tool used poses notable limitations as to the amount of information that could be gathered. Moreover, the specific focus on Maltese youths may not be reflective of the overall market situation. Further research should be carried out to outline deeper insights into psychology and other factors which shape consumer behaviour. Practical Implications: Industry players should find this study useful in its highlighting of audience preferences, influences, market trends and buying patterns. Marketers should consider relevant audience information, as provided by this study, when devising strategies. Originality: Through the examination of macro and micro-environmental factors and the analysis of consumer behaviour throughout this study, especially in light of market shifts due to digitalisation, significant consumer knowledge is presented.