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The pharmaceutical sector is one of the most regulated sectors in the world. In spite of various legislative constraints, companies are spending millions for drug promotions in the market in the fight for consumers, their attention and loyalty. Nowadays the competition between companies is very high especially when several analogous pharmaceutical products with the same effect on human health can exist simultaneously in the market. Therefore, it becomes important for companies to understand consumer behavior in th...

Music is a sensory marketing element. Retail image is formed by material, functional and psychological factors in physical environment showing how consumers identify the brand, price position and offered values. Retail atmosphere is closely related to the perception of psychological factors, which are retained in memory as brand symbolism and a pleasant atmosphere affects consumerВ’s loyalty. Music stimulates consumerВ’s response and behaviour in the retail environment. The effects of music are studied in terms of...