The purpose of this research is to look into the factors of background music that influence consumer response and buying behavior in a restaurant setting, with the help of psychological factors in music. This research focused on three characteristics of consumer buying behavior: demographic, social, and psychological. The objective of the thesis was also to map out the current state of background music, as well as to evaluate what can be done by the use of background music and what possibilities exist for restaurants.

The thesis was divided into two parts: theoretical and empirical. The theoretical part discusses the characteristics affecting consumer buying behavior, music psychology, and the dimensions of music that are examined in the research (music tempo, volume, pitch, genre and compatibility with the atmosphere of a restaurant). The quantitative research method was used in this study, and the empirical part of the thesis contains a survey that was conducted over the internet.