Impact of Social Media on Buying Behavior and Brand Awareness: A Study on Sainsbury

This study explores the impact of social media on the buying behavior of customers and brand awareness among clients. It also examines the role of social media in understanding customers and taking feedback. The study focuses on Sainsbury and its use of social media to reach out to customers and promote new products. The findings provide insights into the effectiveness of social media in driving sales and developing a strong customer base.

ACADEMIC SKILLS 2
1

TABLE OF CONTENT
DATA ANALYSIS..........................................................................................................................3
Theme 1: Impact of brand awareness among the clients can be spread through?.......................3
Theme 2: Do you feel that social media is having any impact on the buying behaviour of
customers?....................................................................................................................................4
Theme 3: Is social media acting as a medium to understand the customers and take feedback? 6
Theme 4: Replying on the review on social media is impacting on purchasing the products and
services of Sainsbury?..................................................................................................................7
Theme 5: Social media has made it easier for the company to reach out to the clients regarding
any information?..........................................................................................................................9
Theme 6: Social media is making sure that the new products of Sainsbury is reaching to the
customers and there is good sales which can be developed?.....................................................10
Theme 7: According to you, which social media is Sainsbury focusing on, to be able to make a
strong base for themselves in the competitive market?.............................................................11
Theme 8: Is Sainsbury using social media to track the deliveries and make the satisfaction
level of the customers be higher?...............................................................................................12
Theme 9: Social media has got in higher participation of the clients in the company and better
experience?................................................................................................................................13
Theme 10: Recommend more strategies for Sainsbury to adapt regarding social media which
is beneficial for the company to have higher operations and productivity in the market?........15
FINDINGS.....................................................................................................................................15
REFERENCES..............................................................................................................................17
APPENDIX....................................................................................................................................18
2

DATA ANALYSIS
Data analysis is a process which is followed to have a systematic application of logical
techniques and illustration of the data which is present. In a research project there is a lot of data
which is collected and to be able to find out the conclusion on the topic there has to be effective
working and functioning which is important to be able to operate effectively (Chakraborty,
Bhattacharyya and Bag, 2020). Different types of data analysis methods are present and can be
used in the research project which are primary and secondary methods to be able to find out the
right approach which is present. Data analysis is going to be of primary collection and would be
collected from Sainsbury customers and employees so that there is going to be higher
understanding and outcome which is going to be present. Questionnaire on social media and its
impact is going to be present in the further report so that there is going to be effective outcome
which is present for the company and the research to reach its satisfaction results (Singh, Tomar
and Sangaiah, 2020).
Theme 1: Impact of brand awareness among the clients can be spread through?
Impact of brand awareness among the
clients can be spread through?
Outcomes
Friends/ Family (Word of mouth) 1
Social Media 4
Promotions 2
Offers and discounts 3
Total 10
3

Interpretation: From the above graph it can be observed that the clients are getting
influenced by social media the most. Total participants were 10 and out of which 4 opted for
social media, 1 for word of mouth, 2 for promotions and 3 for offers and discounts which the
businesses are providing which is a great factor for the individuals to have. Social media is the
new influence and addiction of the customers which is observed and organization can take a lot
of advantage of this factor. Businesses have to make sure that they are being able to attract the
right customers therefore they must have the right idea as well about the clients. Clients are
going to make the sales and other factors be present which is going to make the profit margins of
the organization be present as well. Promotions and offers/ discounts are not getting in the right
set of attention of the customers which the business must have and Sainsbury is having a strong
reputation in market which must be balanced and improved upon with time.
Theme 2: Do you feel that social media is having any impact on the buying behaviour of
customers?
Do you feel that social media is having any
impact on the buying behaviour of
customers?
Outcomes
4
High
Medium
Low
0 1 2 3 4 5 6
6
3
1
Is social media acting as a medium to understand the
customers and take feedback?
Column B
Illustration 1: Impact of brand awareness among the clients can be spread through?

Yes 7
No 1
Maybe 2
Total 10
Interpretation: It is observed from the above picture that out of 10 participants there are
about 7 which opted for high influence of social media on the buying behaviour of the
customers. 1 participant said no and the others said maybe which were not certain about this
factor. Impact of working by businesses and using the right opportunity has to be present so that
there are higher outcomes which are going to be present in the business. The employees of
Sainsbury and clients of the same company are having a good observation about the company
therefore the research has taken into consideration making both these factors be present which is
going to make the standards of the company be higher. Social media is making the customers be
5
High
Medium
Low
0 1 2 3 4 5 6
6
3
1
Is social media acting as a medium to understand the
customers and take feedback?
Column B
Illustration 2: Do you feel that social media is having any impact on the buying behaviour of
customers?

more influenced because of the right understanding and functioning which is going to be present
and make the right working as well so that there are going to be higher operations. Trends of
customers have to be followed so that there is going to be better satisfaction level of the clients
which is going to be present.
Theme 3: Is social media acting as a medium to understand the customers and take
feedback?
Is social media acting as a medium to
understand the customers and take
feedback?
Outcomes
High 6
Medium 3
Low 1
Total 10
6
High
Medium
Low
0 1 2 3 4 5 6
6
3
1
Is social media acting as a medium to understand the
customers and take feedback?
Column B
Illustration 3: Is social media acting as a medium to understand the customers and take
feedback?

Interpretation: According to the above graph it is analyzed that out of 10 participants
for the questionnaire there are 6 which said that the social media is acting like a mediator
between customers and the organization to be able to take reviews and feedback. 3 said medium
influence is existing and there is 1 participant which said low. Majority of the observers have
said that social media is going to be very helpful for the company to understand the customers
and the factors which are influencing them as well of the products and services. The products
and services which the company is presenting in the market have to be rated so that it is going to
be easier for the company to improve them accordingly. It is important for the company to be
able to have the right working and understanding which is going make the standards be higher.
Direct interaction of the managers and clients is not possible for any of the organization but
social media is being the medium for the managers to understand the clients better. There are
direct contacts and feedback are being taken so that the products and services of Sainsbury can
be improved with time.
Theme 4: Replying on the review on social media is impacting on purchasing the products
and services of Sainsbury?
Replying on the review on social media is
impacting on purchasing the products and
services of Sainsbury?
Outcomes
Strong Agree 4
Agree 2
Neutral 2
Disagree 1
Strong Disagree 1
Total 10
7

Interpretation: From the above picture it is analyzed that influence of of social media is
high on the buying behaviour of the clients which are present. There are 4 participants which
strongly agreed with this statement, 2 respondent agreed. 2 were neutral for the statement, 1
disagreed and 1 strongly disagreed with the statement. Sainsbury is having a strong base for itself
in the market which is why they understand the trends which are coming up and that is going to
make the standards of the company be higher which is very essential. Purchasing factor of the
business has to be present so that there are going to be higher functioning and operations which
is going to be existing. Customers are very dependent on the reviews because they are not aware
of the product online and they are going to understand the other customers and take the product.
It is important for the company to make sure that they are understanding the customers
effectively so that there is going to be better functioning which is present. Clients are going to
8
Strong Agree Agree Neutral Disagree Strong Disagree
0
0.5
1
1.5
2
2.5
3
3.5
4
4
2 2
1 1
Replying on the review on social media is impacting on
purchasing the products and services of Sainsbury?
Column B
Illustration 4: Replying on the review on social media is impacting on purchasing the products
and services of Sainsbury?

review the each and every product according to the other clients and then get influenced to take
the product which has to be understood well.
Theme 5: Social media has made it easier for the company to reach out to the clients
regarding any information?
Social media has made it easier for the
company to reach out to the clients
regarding any information?
Outcomes
Agree 5
Neural 3
Disagree 2
Total 10
9
5
3
2
Social media has made it easier for the company to reach out
to the clients regarding any information?
Agree
Neural
Disagree
Illustration 5: Social media has made it easier for the company to reach out to the clients
regarding any information?

Interpretation: From the above graph it is observed that there are 5 respondent which
have observed that social media is being used for higher sharing of information, 3 were neutral
and 2 did not agree to this statement. All the customers have their own personal experience
which is why there are 2 respondent which did not agree. It is very important for Sainsbury’s
image that there are right actions and methods which are being used in the company to be able to
gain the right customer base. Sainsbury is trying its best that the experience of the customers is
going to be good which is why the online platform is made simple and attractive at the same
time. This is going to make sure that the experience of the clients is going to be higher. Right
information has to reach to the customers so that they do not feel cheated and they are going to
become loyal to the products and services of the company.
Theme 6: Social media is making sure that the new products of Sainsbury is reaching to the
customers and there is good sales which can be developed?
Social media is making sure that the new
products of Sainsbury is reaching to the
customers and there is good sales which can
be developed?
Outcomes
High 4
Medium 3
Low 1
Not sure 2
Total 10
10

Interpretation: Importance of social media is being observed in the above graph which
is that there are 4 participants which have agreed that there is a high use of social media in
making sure that the delivery and other aspects of the products and services are being informed
to the clients. Medium is opted by 3 people, 1 participant opted low and not sure are 2
participants which have been observed. It is important for the company to make sure that the
information about all the products and services are reaching out to the clients from time to time
which is going to make the sales and improvement of the products be present. Information about
delivery and all the factors about the products which the clients need must be passed on so that
the satisfaction and understanding level of the customers is going to be present.
11
High
Medium
Low
Not sure
0 0.5 1 1.5 2 2.5 3 3.5 4
4
3
1
2
making sure that the new products of Sainsbury is reaching to the customers and there is good sales which can
Column B
Illustration 6: Social media is making sure that the new products of Sainsbury is reaching to
the customers and there is good sales which can be developed?

Theme 7: According to you, which social media is Sainsbury focusing on, to be able to
make a strong base for themselves in the competitive market?
According to you, which social media is
Sainsbury focusing on, to be able to make a
strong base for themselves in the
competitive market?
Outcomes
Facebook 4
Twitter 2
Instagram 1
SnapChat 1
YouTube 2
Total 10
12
4
2
1
1
2
ou, which social media is Sainsbury focusing on, to be able to make a strong base for themselves in the compe
Facebook
Twitter
Instagram
SnapChat
YouTube
Illustration 7: According to you, which social media is Sainsbury focusing on, to be able to
make a strong base for themselves in the competitive market?

Interpretation: The social media which is being focused upon and is observed from the
above graph is Facebook. There are 4 participants out of 10 which opted for Facebook, 2 for
Twitter, 1 for Instagram, 1 for Snap chat and 2 for YouTube. Sainsbury is using Facebook social
media the most but the most famous is Instagram and that needs to be explored by the company
to be able to make the right working and functioning which is going to be there. Customers
globally have been using Instagram the most which has to be improved and worked upon by the
company to be able to have a stable working and performance which must be there which is
going to make the standards be higher. Competition in the market is high which is why it is
important for Sainsbury to have the right working and performance which is going to make the
standards of the company be higher.
Theme 8: Is Sainsbury using social media to track the deliveries and make the satisfaction
level of the customers be higher?
Is Sainsbury using social media to track the
deliveries and make the satisfaction level of
the customers be higher?
Outcomes
Yes 6
Maybe 3
No 1
Total 10
13

Interpretation: From the above table it is analyzed that the company is using social
media to track the delivery. It is very important to make sure that the products and services of the
company are matching up to the expectations of the clients. Out of 10 participants 6 opted for
yes, 3 opted for maybe and 1 for no which is observed. Participants are from the clients list and
employees of the company which have been asked to answer these questions so that the
outcomes is going to be better. Participants have to make sure that there is going to be higher
functioning and improvement which is coming in the company with time so that there are right
functioning which is being done. Tracking is going to make the clients have the trust in the
company that the product is going to reach on time and make the clients be loyal to the company
as well which is a very important factor for the company to have.
14
Yes Maybe No
0
1
2
3
4
5
6
6
3
1
Sainsbury using social media to track the deliveries and make the satisfaction level of the customers be higher
Column B
Illustration 8: Is Sainsbury using social media to track the deliveries and make the satisfaction
level of the customers be higher?

Theme 9: Social media has got in higher participation of the clients in the company and
better experience?
Social media has got in higher participation
of the clients in the company and better
experience?
Outcomes
Strongly agree 4
Agree 2
Neutral 2
Disagree 1
Strongly disagree 1
Total 10
Interpretation: Participants of Sainsbury have increased because of the social media
promotions and interaction which the company is having from time to time. It is very important
15
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0
0.5
1
1.5
2
2.5
3
3.5
4
4
2 2
1 1
Social media has got in higher participation of the clients in the company and better experience?
Column B
Illustration 9: Social media has got in higher participation of the clients in the company and
better experience?

for the company to make sure that there are right actions and improvement which are being done
so that the company will be able to have the right working. There are 4 participants which have
opted for strongly agree with the statement, 2 for agree, 2 for neutral, 1 for disagree and 1 for
strongly disagree with this statement. It is important for Sainsbury to make sure that there are
right actions and improvement which are being done in the company so that there are higher
functioning and improvement which are being done in the company. Customers have to have the
right working and functioning which is important for the company to have which is good for the
branding, value, image and portfolio of the company in the market.
Theme 10: Recommend more strategies for Sainsbury to adapt regarding social media which is
beneficial for the company to have higher operations and productivity in the market?
Interpretation: There are a lot of opportunities which are present in the company
because of social media. Over recent years social media has been able to make a strong place for
itself in the market which is going to create a great opportunity for the company which must be
analyzed. Sainsbury has to improve their standards in the market by getting in a strong base for
themselves in the market which is going to be a great factor for the overall working. Productivity
of the company has to be strong and make the performance of the organization be stronger.
Social media like Instagram, Snap Chat, and other developing social media can be targeted by
the company as well so that the company would be able to get in or attract more clients. Clients
influence and image of the brand has to be strong which is going to make sure that the company
is having a stable working and performance which would be there and that is going to make the
quality be present. Investment is required by the company to be able to gain the right branding on
social media as well which would make the standards of the company be higher.
FINDINGS
From the above data analysis it is observed that there is going to be higher functioning
and operations which is going to make the standards of the company be present. Social media is
having a great influence in the clients which are present in the company. It is important for the
company to get in the right customers and have better sales. There are a lot of opportunities
which are present and they have to be analyzed and worked upon so that the company will be
16

able to gain the right reputation and portfolio in the market which is going to be a great factor for
the overall working. Businesses in the market have to make sure that the company is going to be
have better decision making according to the customers so that there are higher functioning and
operations which is existing (Jocevski and et.al., 2019). Branding of Sainsbury is done because
of experience and the quality of products and services but with time that is changing and good
communication with the customers is very essential in order to be able to get the right working
and functioning. Benefits are present of social media if they are used properly and well planned
which is going to make the standards be higher as well.
17

REFERENCES
Books and Journals
Chakraborty, K., Bhattacharyya, S. and Bag, R., 2020. A survey of sentiment analysis from social
media data. IEEE Transactions on Computational Social Systems. 7(2). pp.450-464.
Jocevski, M and et.al., 2019. Transitions towards omni-channel retailing strategies: a business
model perspective. International Journal of Retail & Distribution Management.
Singh, N.K., Tomar, D.S. and Sangaiah, A.K., 2020. Sentiment analysis: a review and
comparative analysis over social media. Journal of Ambient Intelligence and Humanized
Computing, 11(1), pp.97-117.
18

APPENDIX
1. Impact of brand awareness among the clients can be spread through?
 Friends/ Family (Word of mouth)
 Social Media
 Promotions
 Offers and discounts
2. Do you feel that social media is having any impact on the buying behaviour of
customers?
 Yes
 No
 Maybe
3. Is social media acting as a medium to understand the customers and take feedback?
 High
 Medium
 Low
4. Replying on the review on social media is impacting on purchasing the products and
services of Sainsbury?
 Strong Agree
 Agree
 Neutral
 Disagree
 Strong Disagree
5. Social media has made it easier for the company to reach out to the clients regarding any
information?
 Agree
 Neural
 Disagree
6. Social media is making sure that the new products of Sainsbury is reaching to the
customers and there is good sales which can be developed?
 High
19

 Medium
 Low
 Not sure
7. According to you, which social media is Sainsbury focusing on to be able to make a
strong base for themselves in the competitive market?
 Facebook
 Twitter
 Instagram
 Snap Chat
 YouTube
8. Is Sainsbury using social media to track the deliveries and make the satisfaction level of
the customers be higher?
 Yes
 Maybe
 No
9. Social media has got in higher participation of the clients in the company and better
experience?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
10. Recommend more strategies for Sainsbury to adapt regarding social media which is
beneficial for the company to have higher operations and productivity in the market?
20