The Impact of Social Media on Consumer Choice

This research project examines the influence of social media on consumer decision making, specifically focusing on the impact on businesses like Starbucks. It explores the changes in consumer behavior in the digital age and the role of social media marketing strategies. The research includes a critical review of key references, analysis of the effects of social media on consumer choices, and recommendations for improving social media marketing strategies.

DOES SOCIAL MEDIA AFFECT CONSUMER CHOICE?
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Executive Summary
The main motive of the research is how consumer decision-making process has
changed in the Digital age, mainly in the field of social media. The information available
to us goes on increasing day by day resulting in exposure and presenting different
features of data via Social Web. In today’s market social media usage has become part
of daily routine to access different platforms either for conducting business or for
purchasing. The research contains literature review to get the analysis of various critics
on how consumer behavior has changed immensely. In order to get the best outcomes
and recommendations in terms of Starbucks, survey of twenty people has been done to
go through the changes in their behavior on online purchasing in recent years. Interview
of two managers has also been taken to understand the values that companies do for
social media marketing which ultimately leads to proper decision-making of the
consumers.
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Table of Contents
Task 1................................................................................................................................4
1.1 Identifying factors contributing to process of research project selection....................4
1.2 Undertaking critical review of key reference of research topic....................................6
Aims, Objectives and Research Questions.......................................................................7
Task 2................................................................................................................................9
2.1 Matching resources effectively to research questions................................................9
2.2 Undertaking proposed research investigation...........................................................15
2.3 Recording and collating required data.......................................................................16
Task 3..............................................................................................................................16
3.1 Using appropriate research evaluation techniques...................................................16
3.2 Interpreting and analyzing results.............................................................................17
3.3 Making recommendations as well as justifying further research...............................23
Task 4..............................................................................................................................24
4.1 Using format and appropriate media for presenting outcomes of research..............24
Reference List..................................................................................................................25
Appendices......................................................................................................................28
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Task 1
1.1 Identifying factors contributing to process of research project
selection
According to Hollensen and Raman, (2014, p.17), in today’s world, social media
becomes a part and parcel of an individual’s life. Different social media platforms like,
Twitter, Facebook, on the other hand, Instagram and LinkedIn includes a number of
users which keeps on growing daily. Overall it is found that more than millions of people
are actively communicating through social media. Marketers are being attracted towards
the growing rate of users and have recognized that social media marketing is a major
part of helping marketing interactive techniques. Also, the companies helped via social
media marketing in order to communicate with the customers for decision-making
purposes. This collaboration with the marketers helps them to identify and understand
the needs of the customers and their choices regarding particular product or service.
The main business factors of social media towards consumers are that it acknowledges
in estimating products, making endorsement to the contacts, and sharing any of the
investments through social media platform. Online marketing imposes communication
through these social podiums which create an impact on consumer choices and
marketing strategies. Customer socialization theory anticipates that the increase rate of
communication among patrons not only affect cognitive attitudes but also the intuitive
and behavioral aspects. Advertising on social media folio has taken a new chapter of
consumer’s behavior. The consumers spending more time in online window shopping
tend to make purchases or start business on social media because they are more active
and communicate with people largely. Consumer’s choices or decision making has a
huge impact on the recommendations made by their connections on social media. It
helps in brand awareness, buying attitudes and in advertising mediums. The more
generous responses a product or service receives, the more rates of consumer
purchasing increases. Therefore, it shows that most of the top brands and their services
views it and lead to social media marketing for its brand image to grow.
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Starbucks is considered as the largest coffeehouse chains in the world, and definitely
the largest in the United Kingdom. It was established in the year 1998 and has over 539
stores alone in UK and more than 21,366 stores across the globe. Starbucks
successfully entered the European market because of its number of Seattle Coffee
Company in the UK (Starbucks Coffee Company, 2017). Both the companies shared a
familiar culture which focuses on the assurance to customer-built coffee. It has same
company values with a bonding of respect for each other for the consumers and the
environment.
Starbucks buys and roasts high-quality whole bean coffees and its essence of having a
genuine service makes the customers attracted towards the company. These
coffeehouses have become a flare for all coffee lovers in the entire world because they
are getting an inviting atmosphere and a superb cup of mouth watering richly brewed
coffee. In order to please the taste buds, they offer varieties of premium teas, pastries,
and other delicious treats. The ambiance filled with a music which is chosen for its
artistic decoration and the appeal. The environment welcomes people to chat, meet up
or even sometimes to work. As a part of daily routine, it stands up as a neighborhood
hanging out place which makes it as proud reward to be so close to the heart of the
customers. Everything the company takes as an initiative to do makes it sure to do for
the benefits of its patrons, i.e., from the commitment of serving fine quality of coffee to
the way engaging with the communities for developing the business in a responsible
way. It has also participated in social media platform to reach out to its consumers for
availing the offers and discounts and receiving high rates of reviews from the. The
advertisements they put on their Facebook pages helps them to rise in their business
prospect (Starbucks Coffee Company, 2017).
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Figure 1: Logo of Starbucks
(Source: Starbucks Coffee Company, 2017)
1.2 Undertaking critical review of key reference of research topic
As stated by Ashley and Tuten, (2015, p.16), the usage of social media has reached a
high growth level where the consumers in recent years, prefer to purchase products and
services and also to conduct business through social media platforms. Consumers are
getting influenced while buying products because of variety of options available in social
media and the comments and reviews of other users about the particular product or
services. In order to analyze whether social media really affects in consumer’s choices
of purchasing, it is needed to look after and research the amount of time they spent on
the internet and how they get influenced by other users. On company’s pages on
Facebook, Instagram, Twitter, etc it gets to see the pictures, comments, and reviews of
the people visited the place or purchased items from that particular websites. Generally,
the consumers planning to visit or purchase go through the opinions of other customers
and judge it as the rates the particular site obtained. So, it can be said that social media
affects in customer’s decision making as it has opened a wide platform where people
can post pictures, comment, and review as per their opinions.
As mentioned by Cader and Tenaiji, (2013, p.546), the onset of social media has
emerged a new landscape that creates a new grid of personal connections. Business
enterprises see abundant opportunities to extent its platform towards the mass and are
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eager to step into the trend, whereas customers are laid behind to the core of the
business world for social media. This research will give an explanation on the basis of
how people are selecting, deciding and processing the information before buying. The
findings stated that individuals perform a productive role on searching data and
materials on social media rather than on mass media, which includes the strategies of
both objective and subjective methods while seeking. It is to find out all the changes that
social media has brought to the consumer's way of purchasing and in their choice
making process. The approachability and the clarity of gathering information offered by
social media to its customers have indicated trough this research topic. Consumers
today can access to all relevant information not only in a wide range but also at a high
speed. Social media thus, play a powerful role in collecting ideas, values, and data
including the relevant information about the offers and discounts.
Aims, Objectives and Research Questions
Aim:
The major aim of this research project is to critically examine the affects of social media
on the decision-making of the consumers.
Objectives:
 To critically examine the impact of social media on the patrons of Starbucks
 To understand the effect of social media on decision making
 To evaluate the impact of customer’s decision making on overall business of
Starbucks
 To recommend some ways by which Starbucks can improve their strategies of
social media marketing.
Research Questions:
 How social media can influence customers of Starbucks?
 What are the effects of social media on customer’s decision making?
 How does social media can influence the overall business of Starbucks?
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 What are the ways by which Starbucks can improve their strategies of social
media marketing?
Methodology:
The researcher will examine this current research by analyzing the influences that social
media created on the purchasers and evaluating the impact of customer’s choice of
making decisions on the entire business of Starbucks. The learner for the current
research will gather both primary and secondary types of data. Primary qualitative data
will be gathered through the interview session with the social media marketing
executives of Starbucks, while the secondary qualitative data will be noted from the
selective books and journals. The researcher had also done a critical review on the
basis of the given topic.
Research
actions
Week
1
Week
2
Week
3
Week
4-5
Week
6-7
Week
8
Week
9-10
Week
11
Week
12
Choosing a
relevant
topic

Structure
designing of
the
research
 
Analyzing
relevant
information

Selection of
proper
research
method and
data

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gathering
method
Secondary
types of
data
Collection

Primary
types of
data
Collection

Literature
review

Analyzing
all types of
primary
data

Research
paper
suppression
 
Figure 2: Gantt Chart
(Source: Created by the Author)
Task 2
2.1 Matching resources effectively to research questions
Characteristics of Social Media
Social media is a method of reaching large base of customers with the use of internet.
People all over the world have been integrated into one zone using this media. Social
media has become an important part of life of people as well as business sectors.
Business ventures use this media efficiently for marketing their products. This helps in
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reaching large customer base of world. Social media comprises of characteristics like
openness, community, connectivity and participation. All these attributes assist in
enhancing speed, longevity, and interactivity between several people. Fan and Gordon
(2014, p.75) stated that community help in making virtual as well as online communities
for better work conduction. Huge difference lies between social media network and also
in other communities. Connectivity has been greatly improved using this media because
number of people can be connected in a chain using this social media.
Different resources are being integrated using this connectivity. Social media network is
much advanced than that of other forms of media. Trust worthy relation is encouraged
using this form of services. Online social media is very rapid in its work. Companies
when market their products using this field, try to use latest technologies. This help in
gaining more opinions thereby, enhancing business processes suitably. Moreover,
decisions of customers have been reformed greatly because this media encourages
participation as well sharing information. Using social media, participation of customers
can be encouraged more thereby, improving business processes greatly.
As a result, social media attributes help in bringing customers into one frame. Intention
of purchasing of customers develops more if a product is more common in social media.
Research shows that buying decision of buyers is more complex, which is guided by
social media characteristics. Scott (2015, p.998) demonstrated that planning of
purchasing of products comes from behavioral nature of buyers. Prediction of users
regarding buying of particular product is subjected to advertisement of goods in social
media. When people find some changes in composition of products, they show the urge
of buying that product more. In this way, business profit, as well as people’s choices, is
reformed by social media by its effects.
Importance of Social Media on buying decisions of customers:
Social media can influence purchasing behavior of customers in a large aspect. Dingus
et al. (2016, p.175) claimed that Brand value, quality of products and price of products
can adversely affect choices of customers. Marketers try to manipulate purchaser’s
decisions by advertising their products. Effective advertisements are displayed by every
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business sector in order to move customers towards their products or services. Social
media is an important mode of communication between customers and enterprises.
Relationship between customer’s choices and social media directly impacts upon
attitudes of advertisements and intentions of purchasing of customers. Choices of
customers vary in large amount when social media comes into action. It is necessary
that effective modes of communication need to be used by business ventures for
inclining more customers towards themselves.
Jin et al. (2014, p.75) mentioned that social media does not only advertise products but
forms a strong source of communication between ventures and users. In order to
search or enquire about new products or services, social media forms a reliable source
for people. Reactions, as well as responses of purchasers, are formulated when they
use such media for knowing about new products. Buyers can reach company suitably if
they use social media as a base for communication. Recent trends of business show
that people are buying products in online mode. Buying nature of customers is changing
according to the trend of business. Since globalization has reached a great height,
companies are trying to match up with such level of business trend. Rapp et al. (2013,
p.550) commented that companies are focusing on marketing process greatly thereby,
using platform of social media more. Customers are more active on social media sites.
That is why; huge buyers are able to incline towards such products of different business
enterprises. When customers are engaged in decision-making process, each aspect
might be a reason behind affecting choices of customers. Motives of purchasers in
indulging them in social media lead to gain an insight regarding buying activities of
customers. Using social media, buyers can be divided into two separate groups namely,
rational group and emotional groups. As a result, social media not only affects decision
regarding costly items but also impacts buying of inexpensive items. Whiting and
Williams (2013, p.362) argued that social media helps in broadcasting items that are
launched recently. In addition to that, vision of purchasers is also broadened using such
marketing practices. That is why; expectations, as well as demand of customers,
increase in massive amount from different enterprises. Those companies that make
changes in their products accordingly, they are welcomed by customers. Social media
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helps in advertising such products, which indirectly helps in motivating large base of
customers.
Theories related to influencing customers:
Conversion theory and information manipulation theory help in influencing customers’
decisions greatly by social media. As stated by Kannan (2015, p.40), conversion theory
states where involvement of minority is seen, other people get converted towards
majority customers. That is why; social media need to move more customers towards
their products so that impact can be left upon different customers. Majority of people are
most susceptible people, who like a product or service of an organisation. It becomes
easier for any organisation to motivate disinterested people towards their products by
providing examples of majority customers. It is essential that buyers remain satisfied
after their purchasing of products or using products. Social media need to use effective
advertising policies so that people can get attracted easily. This will help in gaining
immense profit in business. However, impact of social media upon customers’ choices
is great.
Schivinski and Dabrowski (2016, p.190) argued that there lies variety of customers in
market, whose purchasing nature is different from others. However, companies use this
media in such a manner that every customer can pay attention towards their products at
least once. Majority people, whose voices are confident, assist in converting rejection of
numerous users into accepting of products. As a result, social media is very effective in
its field of motivating customers. Information manipulation theory helps in segmenting
products or services into four parts, namely, quantity, quality, relation and manner
(Hollebeek et al. 2014, p.150). All these attributes lead to determine quality and quantity
of products suitably. When customers judge products’ attributes, they decide whether
they need to buy that product or not. Social media provides guidance to people
regarding quality and quantity of products. This makes them more determine to buy the
products or neglect it. Relation and manner are other aspects that are expressed by
social media regarding any product.
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Non-verbal actions speak more than verbal actions. That is why; customers can be
involved in buying accurate products from market. Buyers can understand things more
when social media provides assistance regarding services that is provided by
companies. By providing correct information, purchasers can be manipulated suitably
thereby, ensuring that social media affects customers’ choices immensely. Peters et al.
(2013, p.282) opined that purchasers have to be very efficient in dealing with messages
that are provided using social media. This helps in influencing society in a large manner.
As a result, customers can use this theory for profitable outcomes. Every business
enterprises need to use social media more for conducting task of marketing. This will
help in gaining attention of customers that purchase products online and also purchase
products offline. It is required that change in approach of marketing has to be done for
ensuring profitable results in business.
Unique aspects of social media:
According to Hajli, (2014, p.387), social media networks and communities of different
brands are used by the consumers to be updated about all kinds of latest brand and
product developments by going through the relevant data available online. Social
networking sites include Facebook brand community which connects people all over the
world to view the contents in the pages of al product companies and to like the page
and review the product or services used by them. Companies aware of brand
communities divert their attention by offering valuable benefits to their patrons in the
form of social partnership, entertainment and social networking sites like Facebook in
terms of business profile are mainly used by the corporate firms in order to engage their
customers to build relationship with other loyal customers. It also encourages the
people who want to conduct business through social media platforms to use business-
oriented social networking sites like LinkedIn.
As stated by Hudson and Thal, (2013, p.150), social media influence the customers in
terms of making their choices by allowing them to go through the reviews of the
particular product or service before purchasing. It helps the customers to make the right
choice worth to the expenditure they spent for the product. Brands are benefitted by
extending its link to reach to the friends of their target audience which will lead to
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increase in understanding of people. This new trend in the society helps the companies
to compete better in the market for earning profits. The developed social interaction
enables the companies to gain information that can be relied upon and helps the
customers to make a fine decision of purchasing which will create impact on overall
business. The brands developing strategies for and committed their assets within a
fixed time and efforts in maintaining an online existence on social media received
positive results of their social media marketing. As the development of online groups
has emerged on a wider scale, interaction with customers has also grown at a personal
level resulting into exclusive sales for the enterprises using this mode of marketing.
Future contribution of social media in motivating decisions of
customers:
As mentioned by Hutter, et al. (2013, p.342), businesses using social media platform to
extent its growth towards the mass includes quality of a product or service, the
advertising promotion and budget in order to create differences in consumer decision-
making process. Consumers in recent time are seen to either buying expensive or
inexpensive but all are based on the recommendations from social media by their
contacts present there. Thus, it can be said that social media does create impact on
purchasing behavior by influencing the consumers.
Shopper marketing has emerged as a brand new concept which creates a unique line
between the business and the customers for communicating. This type of marketing
influences the shopper from the beginning when the motivation to open the shop first
emerges in accordance with purchase, utilizing, consuming, repurchasing and
recommendation. It helps in planning and executing the business properly in order to
influence the customers for making right decision while purchasing the products and
services. For retailers, perceived fit is a crucial factor in considering shopper marketing.
It is the point of being similar with the extension product category and existing products
which has been affiliated by the brand. On user-friendly social networking sites, the
more people adopt shopping services, the more it will prove their willingness to
purchase items on social networks. Retailers can grow their business from emerging
shopping services on social networks due to wide range of consumers using social
media sites which helps in reaching the target markets. Therefore, it gives an
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opportunity of creating a productive platform for retailers in order to promote their brand
and products to promising customers. This will have a huge impact in future on social
media marketing and decision making process of the consumers.
As commented by Hudson, et al. (2015, p.68) the relationship between social media
and consumer decision-making states that social media affects advertising process,
brand image, and purchasing ideas of consumers. It is the power of social media to
create brand image which will have impact on buying behavior. On a social media
platform, when a customer’s friend recommends any product or service, it affects brand
identity and image which will have impact on decision-making. Advertising on social
media by commercial evidences not only affect the brand attitudes of a consumer but
also its purchasing intention. Many marketers adopted social media to create effective
marketing campaigns to interact with the consumers. Thus, it helps the marketers in
planning strategies to influence consumer.
2.2 Undertaking proposed research investigation
In this research, researcher has used positivism philosophy, descriptive design and
deductive approach for conduction of research. Trainor et al. (2014, p.1202) stated that
Positivism philosophy helps researcher to make proper logical summarization of
research. As a result, huge evidence and facts can be gained using this research.
Moreover, positivism will lead to making facts more clear and understand more about
this particular topic properly. This philosophy is entirely based on natural incidents that
take place. Proper relation and properties related to a particular topic are understood
using this philosophy. Apart from this, reasonable as well as relevant explanation
regarding this topic can be gathered using positivism philosophy. Descriptive design
leads to conduct data analysis part of research in a proper manner. Descriptive design
will help researcher to know this topic properly and gather information about it in a
suitable manner. This research can be changed duly when proper information can be
collected using this design. Information gathered related to this topic will be of
descriptive nature. This will help in understanding this topic immensely. Davenport et al.
(2014, p.213) demonstrated that deductive approach is used by researcher in order to
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make use of existing literature regarding a particular topic. In inductive approach,
requirement of new theory is there. In this research, use of existing philosophy is done
for its proper conduction.
2.3 Recording and collating required data
In this research, both survey and interview are being done in order to collect data. In
primary research, quantitative data collection method is used. Qualitative data collection
process is also being used in this part. Two managers of Starbucks are being
interviewed in qualitative data collection. 20 customers of Starbucks are being taken as
a sample size for conducting survey. This will help in understanding more about
influence of social media upon customer’s decisions. Random probability technique has
been used in this research data collection method for better outcomes. Behavior of
customers towards products and services of this venture is being understood suitably.
Data collection process will help in knowing in what way, several strategies in business
are being taken by this company for ensuring proper competition in market. Ngai et al.
(2014, p.40) stated that survey assists in gaining proper knowledge regarding work
processes of every business sector. Recording of data needs to be properly arranged
for bringing required results from this survey process. However, method of data
collection can make several reformation business processes for guaranteeing accurate
results. Graphs are drawn in relation to every questionnaire for proper understanding of
impact of social media on users choices.
Task 3
3.1 Using appropriate research evaluation techniques
Descriptive analysis is being used in this study for evaluating techniques of qualitative
data. Statistical analysis is being done for better conduction of quantitative data
collection method. Usage of descriptive data collection method will help in
understanding patterns of business conducted by Starbucks and what factors are
leading such business sector to gain more competitive advantage in business.
Statistical analysis will lead to bringing out proper inference from gathered data. This
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will lead to understanding working process of this venture. In which areas, reformation
needs to be done can be also be anticipated from these researches.
3.2 Interpreting and analyzing results
Primary Quantitative Analysis of Data (Surveying 20 customers)
1) How much do you think Starbucks is using social media for advertising their
products?
Options Response
Percentage (%)
No. of
Respondents
Total No. of
Respondents
Using Excellently 70 14 20
Using properly 60 12 20
Using partially 50 10 20
Not using at all 30 6 20
Not aware about
such products
20 4 20
Table 1: Use of Social Media
(Source: Created by author)
Using
Excellentl
y
Using
properly Using
partially Not using
at all Not
aware
about
such
products
0
10
20
30
40
50
60
70
80
Use of Social Media
Response Percentage (%)
Figure 1: Use of Social Media
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(Source: Created by author)
Findings and Analysis
Majority section of people responded that Starbucks uses Social Media in massive
amount for advertising their products. Some people were totally unaware about
advertisements of Starbucks and its products. This shows that products of this venture
are much popular among masses. They want to buy products from this enterprise and
use their services. However, promotion in social media regarding its products leads
people to get more inclined towards buying products from this venture. It is essential
that customers’ needs are required to be considered by this entity for ensuring profitable
results. People follow work process of this entity greatly. That is why; this entity needs
to establish suitable techniques of advertising as well as promoting products. This will
help in retaining customers in large numbers.
2) Do you feel that products of Starbucks are meeting your level of expectations?
Options Response
Percentage (%)
No. of
Respondents
Total No. of
Respondents
Obviously 75 15 20
Not meeting entirely 55 11 20
Never meeting 45 9 20
Neutral 60 12 20
Table 2: Meeting expectation level
(Source: Created by author)
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Obviously Not meeting
entirely Never meeting Neutral
0
10
20
30
40
50
60
70
80
Meeting expectation level
Response Percentage (%)
Figure 2: Meeting expectation level
(Source: Created by author)
Finding and Analysis
Majority of customers answered that Starbucks is able to meet their level of expectation
properly. As a result, this venture has more tension of fulfilling their demands properly
for better outcomes. It is essential that products need to be marketed and advertised
properly. This will lead to gain attention of large section of users. Some respondents
remained neutral while others mentioned that their expectation was not met suitably. As
a result, this venture had to make suitable changes in their work processes for better
results. However, indulging more people into service of this company is main motto of
this entity. That is why; requirement of fulfilling expectation level is essential. New
advertisements that are effective need to be developed for inclining more users.
3) Do you think that Starbuck is promoting their products in social media by
providing huge rate of discount?
Options Response
Percentage (%)
No. of
Respondents
Total No. of
Respondents
Yes, providing 85 17 20
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discount immensely
Reasonable
discount rate
70 14 20
Very less rate of
discount
75 15 20
Not providing any
discount
45 9 20
Table 3: Discount rate of Starbucks
(Source: Created by author)
Discount rate of Starbucks
Yes, providing discount
immensely
Reasonable discount rate
Very less rate of discount
Not providing any discount
Figure 3: Discount rate of Starbucks
(Source: Created by author)
Finding and Analysis
Maximum number of respondents mentioned that Starbucks is providing high discount
rate for promoting its products. This shows that customers are attracted towards rate of
discount that is provided by Starbucks. Purchasers are attracted towards discount rate
of this entity. This helps them to attract more customers in global market. Using social
media, this company can help in providing information of regarding discount to large
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numbers of users. As a result, this will attract them a lot and their attention can be
gained easily. Minority were not satisfied with discount rate that is provided by this
company. This means that they want some other effective services from this entity.
These things need to be kept in mind by this venture for ensuring suitable results in long
run of business.
4) How much your decisions regarding usage of services of Starbucks are
affected by advertisements policies in social media?
Options Response
Percentage (%)
No. of
Respondents
Total No. of
Respondents
Immensely affected 55 11 20
Partially affected 35 7 20
Weakly affected 65 13 20
Not affected 25 5 20
Table 4: Influence of advertising policies
(Source: Created by author)
Immensel
y affected Partially
affected Weakly
affected Not
affected
0
10
20
30
40
50
60
70
Response Percentage (%)
Response Percentage (%)
Figure 4: Influence of advertising policies
(Source: Created by author)
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Finding and Analysis
Majority of respondents stated that their decision of buying products from Starbucks is
influenced because of usage of social media by this entity. Some also mentioned that
their buying decisions were not affected due to advertisements of products in social
media. These words of customers are required to be taken into consideration by this
enterprise for better outcomes. Innovative advertisement policies need to be undertaken
by this entity for ensuring better aftermaths in place of work. There is a clear relation
between social media and purchasing behavior of buyers. Response of this question
reflected this fact properly.
Qualitative Data Analysis (Interviewing 2 managers of Starbucks)
1) What methods are used by Starbucks in promoting their products in social
media?
Manager 1 Manager 2
“Since competition in market has
enhanced, proper discount rate and
good quality of products are
maintained for promoting products.
This has helped in attracting numerous
customers”
“ In order to promote products in social
media, attractive advertisements are
being used. Famous personalities are
used as brand ambassador for seeking
attention of immense buyers”
This shows that Starbucks managed their promotion part tactfully for ensuring better
outcomes. Managers of this company informed that every possible technique for
promoting their products is used in Starbucks. This helped in sustaining competition in
market thereby, promoting products properly.
2) What are the ways by which customers’ choices are manipulated by Starbucks
for advertising products in social media?
Manager 1 Manager 2
“Different innovative and creative “ Use of new and latest technology in
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services are provided for people so that
choice of users is manipulated
properly. This will help in bringing
change in work process”
preparing of product is used. These
things are provided in social media so
that users can take decision in favor of
Starbucks”
Starbucks does not leave any stones unturned for involving more customers towards
products of this entity. This company uses every useful technique for marketing
products. This will lead users to take correct decision regarding use of services and
products of this company.
3) What are limitations faced by Starbucks for advertising its products in market
and in what ways, those are resolved?
Manager 1 Manager 2
“Other opposition companies are using
different techniques for marketing
products. That is why, Starbucks has
started feedback gathering technique
from customers for improving their
promotion process”
“ New offers are started for different
section of purchasers in order to
resolve restriction of other rival
companies”
From words of managers, it is clear that Starbuck has to improve their process of work
greatly for ensuring better outcomes. It is required that every strategy need to be
incorporated suitably so that advertisement in social media is not affected at any cost.
This is so because it will aid buyers to take proper decisions.
3.3 Making recommendations as well as justifying further research
The research showed that social media is influencing choices of purchasers greatly for
buying products. For gaining more business profit, this company has to make some
changes in their products quality and provide some offers while advertising. This will
help in attaining attention of every section of customers. It is recommended that price
23

range for products of this entity has to be reasonable so that every section of people in
society can afford it. Moreover, some reformation in techniques of advertisement can be
brought for constructive outcomes. Therefore, Starbucks can maintain its position
among masses by incorporating such strategies in business.
Task 4
4.1 Using format and appropriate media for presenting outcomes of
research
[Refer to PPT]
24

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Appendices
Appendix 1: Quantitative analysis
1) How much do you think Starbucks is using social media for advertising their
products?
Options Response
Percentage (%)
No. of
Respondents
Total No. of
Respondents
2) Do you feel that products of Starbucks are meeting your level of expectations?
Options Response
Percentage (%)
No. of
Respondents
Total No. of
Respondents
3) Do you think that Starbuck is promoting their products in social media by
providing huge rate of discount?
Options Response
Percentage (%)
No. of
Respondents
Total No. of
Respondents
28

4) How much your decisions regarding usage of services of Starbucks are
affected by advertisements policies in social media?
Options Response
Percentage (%)
No. of
Respondents
Total No. of
Respondents
Appendix 2: Qualitative Data Analysis
1) What methods are used by Starbucks in promoting their products in social
media?
2) What are the ways by which customers’ choices are manipulated by Starbucks
for advertising products in social media?
3) What are limitations faced by Starbucks for advertising its products in market
and in what ways, those are resolved?
29