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Influence of Social Media Marketing on Consumer Buying Behaviour in Retail - Morrison

   

Added on  2020-10-22

15 Pages4980 Words444 Views
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Table of ContentsBackground of the study..............................................................................................................3Research aim and objectives .......................................................................................................3Research questions.......................................................................................................................4RESEARCH METHODOLOGY.....................................................................................................4.........................................................................................................................................................7LITERATURE REVIEW...............................................................................................................8REFERENCES..............................................................................................................................12

Topic: To investigate the influence of social media marketing on consumer buying behaviourin the context of UK retail sector: A study on Morrison’s. Background of the studySocial Media Marketing is the most widely used promotion strategy used by businessorganizations nowadays. Companies promote their products & services through components ofsocial media marketing tools such as Instagram, Twitter and Facebook. Most of the individualsare actively using social media as it is the most effective marketing tool for companies and ithelps them in increasing their customer base and market share. Further, with the increase in social media marketing employment opportunity in UnitedKingdom also gets maximised and it further contribute towards economic growth of UK.Moreover, many business organisations are proving detailed information by posting images ofproducts on social media sites which in turn enhances brand image of companies and that attractcustomers & they make purchase decisions. This marketing strategy also require less investmentwhich in turn reduces cost of products and with that business organisations are able to offerproducts at an affordable rate that also effects demand of customers. Morrisons is a retailer offersits services through Super Market & Hyper Markets and it is a UK based company.In this research report a study on buying behaviour of customers will be studied with theemergence of social media. Further, different types of methods of data collection and dataanalysis will be used in this research project to collect information related to change in customerbase & profits of business firm due to introduction of Online Marketing. Furthermore, impact ofsocial media marketing on customers’ decision making process will be analysed. This researchreport also helps managers in formulating different marketing strategies according to the demandand taste of customers. This research is important as with Morrisons is able to manufacture &sales its products and services as per the demand & preference of customers which in turnmaximises customer base of company.Research questionsWhat are the theories and models related to consumer buying behaviour?What are the trends of social media marketing in UK retail sector?What are the relationship between social media marketing and buying behaviour ofMorrison’s customers?

What are the recommendations for effective social media marketing strategies toMorrison’s customer that positively contribute in buying behaviour of customers?Research aim and objectives Aim: The main aim behind conducting present study is to assess the impact of social mediamarketing on buying behaviour of Morrison’s customers. Considering above aim following objectives have been drafted with regards to current study:To evaluate theories and models related to consumer buying behaviour.To assess trend of social media marketing in UK retail sector.To assess relationship between social media marketing and buying behaviour ofMorrison’s customers.To recommend effective social media marketing strategies to Morrison’s that positivelycontribute in buying behavior of their customers. RESEARCH METHODOLOGYResearch Methodology includes different types of methods used in a research projectwhich helps researcher in collecting and analysing information related to topic of research.Research PhilosophyPhilosophy refers is belief which describes manner in which data relating to research hasbeen collected, analysed and used. For completing this research study, Interpretivismphilosophy has been used by the researcher. This philosophy relates with all the values, ideas andthoughts which has been used for making different interpretation along with ethical aspects. Thisphilosophy is best suited for the topic selected as it can better provide information about socialmedia marketing and its impact on Morrisons business.Research Method According to (Mackey and Gass, 2015),Two types of research methods are being usedin research identifying types of gathered information which are Qualitative and QuantitativeMethod. Qualitative Method includes data which are not numerical and it contains all thetheoretical information related to the current topic. On the other hand, Quantitative Method isused when there is a requirement of numerical data. In this research report analyst will use Qualitative Method as a study will be carried outon customers buying behaviour. Further, this method is more effective for analysing andcollecting theoretical information.

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