Knowledge about marketing and management was presented and summarized by the black box model. This model explains how certain stimuli integrate together to produce a specific result, which is consumer behavior. This study explores the stimuli that are entered into the black box, or the human mind, that later lead to the formation of a certain level of consumer behavior. This was done in the context of the Philippine music industry, an artistic industry that was found resilient by continually surviving in the face of the change of time. Two hundred and eighty-four (284) respondents participated in a survey done in two music stores at the SM Baguio city, Philippines and descriptive statics method was applied in data treatment. This survey solicited information about the consumers regarding their self-identity, which represented the inner stimuli, and their attitude toward the environmental and marketing stimuli, which represented their outer stimuli. These stimuli were asked within the context of the music industry. It was found out that the respondents have different or varied self-identity but have a similar attitude toward the outer stimuli (environmental and marketing stimuli). By knowing who these consumers are can further enhance the service provided by music companies and later on, increase their revenues while fulfilling the existentialistic need of the consumer, which is to maximize the meaning in the way they buy music products.
