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How firms use music to woo consumers

Research shows that use of songs influences buying habits. FILE PHOTO | NMG
Research shows that use of songs influences buying habits. FILE PHOTO | NMG 

Multinational electronics company, Samsung, has launched a new advertisement in the country for its smartphone, the Galaxy Grand Prime Plus, incorporating the hit song Bazokizo in its background music in a move that could play an important role in influencing consumer buying habits, according to research.

Bazokizo, a gospel song by musicians Collo and Bruz Newton, was released in October last year. It contains a high tempo beat that gets people up on their feet dancing and it has garnered over 1.5 million views on YouTube. It also won the collaboration of the year accolade at the country’s gospel music awards, Groove Awards 2017.

In the advertisement, Collo talks about the device’s features while using the song’s instrumentals. The song’s popularity among consumers could thus act as a deciding factor for consumers and give Samsung an edge as it rolls out the smartphone that costs Sh12,500 in an already competitive market.

“The Grand Prime Plus appeals to the group of millennials who are looking to acquire their first smartphone, hence the choice of working with Collo on this Campaign. This particular entry-level device suits the consumer who does not have a big budget to spend on a high end smartphone, but still wants to enjoy taking selfies and awesome pictures from a good quality front-facing and rear camera,” said Mr Jung Hyun Park, the Managing Director for Samsung Electronics East Africa.