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Consumer Behaviour Assignment PDF

   

Added on  2021-04-17

53 Pages13237 Words50 Views
Professional DevelopmentData Science and Big DataPhilosophy
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Running head: RESEARCH PROJECTThe impact of social media on consumer behaviour decisions Name of the Student:Name of the University:Author Note:
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1RESEARCH PROJECTAbstractThe study would reflect on the use of social media in shaping up the consumer behaviour inbusiness industries. The research study focuses on providing the conceptual analysis of the socialmedia and the consumer purchasing decision making process. The exploration of the significancewould present the enriched idea about the potential impacts of the social media that creates bothnegative and positive influence on the customers. The literature study provides the insightful knowledge about the subject area by exploring theunderlying theories. The literature study also provides the insights regarding the negative andpositive impact on decision making behaviour of the consumers. The application of appropriatephilosophy, design, approach, and data collection techniques help in conducting the research in asynchronized and systematic way. The development of the literature study provides the theoretical understanding of the socialmedia uses and purchase decision making process. River Island is a world class fashion brandthat has extended the business in the virtual world to develop the customer base and strengthenthe brand image. However, it has been observed that the major focus of the business marketers isto reach maximum number of the customers and create the most demanding brand image.
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2RESEARCH PROJECTAcknowledgementI would like to thank my professor and mentor to assign me with this task. The research has beenquite promising for me and it has strengthened m analytical power.I would like to thank my fellow friends and guides to support me throughout and helped me indeveloping the analytical skills. The suggested books and journals also quite helpful for me tostrengthen my enriched knowledge about this subject matter. Thank You
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3RESEARCH PROJECTTable of Contents1.0 Introduction................................................................................................................................51.1 Research Background................................................................................................................51.2 Research Rationale....................................................................................................................61.3 Research Aim.............................................................................................................................81.4 Research Objectives...................................................................................................................81.5 Research Questions....................................................................................................................81.6 Research Hypothesis..................................................................................................................91.7 Research Structure.....................................................................................................................91.8 Summary..................................................................................................................................102.0 Literature Review....................................................................................................................112.1 Concept of Social Media.........................................................................................................112.1.1 Application of Social Impact theory on Social media use................................................122.1.2 Types of Social Media......................................................................................................142.2 Concept of consumer behaviour..............................................................................................152.2.1 Consumer Purchase Decision-Making Process................................................................152.3 Impact of Social media on Consumer Purchasing Behaviour.................................................202.4 Gaps in the Literature..............................................................................................................222.5 Conceptual Framework............................................................................................................22
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4RESEARCH PROJECT2.6 Summary..................................................................................................................................243.0 Introduction..............................................................................................................................253.1 Secondary Research Method...................................................................................................253.2 Research Onion........................................................................................................................263.4 Research Philosophy................................................................................................................283.5 Research Approach..................................................................................................................293.6 Secondary Data Collection Technique and Analysis...............................................................293.7 Ethical Consideration...............................................................................................................303.8 Accessibility Issues..................................................................................................................313.9 Summary..................................................................................................................................314.1Findings from secondary data...................................................................................................324.2 Theme Based Analysis............................................................................................................324.3 Findings from the Secondary data...........................................................................................355.0 Analysis...................................................................................................................................365.1 Discussion of the Findings.......................................................................................................366.0 Conclusion...............................................................................................................................406.1 Recommendation.....................................................................................................................416.2 Research Limitation.................................................................................................................427. 0 Critical Evaluation..................................................................................................................44References......................................................................................................................................45
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5RESEARCH PROJECT1.0 IntroductionThe evolving and dynamic era of social media has been influencing the mankinddrastically. It has been observed that currently social media has created the dynamic impact oneffective communication process. According to Schivinski and Dabrowski (2016), social mediahas changed the method of using internet worldwide. The drastic transformation in social mediais both advantageous and disadvantageous. The study would reflect on the use of social media inshaping up the consumer behaviour in business industries. This chapter would develop therationale for the study to understand the underlying research issues. The aim, objectives,questions, and hypothesis would be discussed in this section of the study. Depending on thesespecifications, the further information would be explored. 1.1 Research BackgroundSocial media marketing is the overreaching process in current business scenario. Majorityof the business marketers have selected the social media marketing process as the most helpfulsource of promoting the brands (Schivinski and Dabrowski 2016). The major focus of thebusiness marketers is to reach maximum number of the customers and create the mostdemanding brand image. The consumers seek information or share their experience that becomemuch beneficial for shaping up the future business process. It creates the interactions among thepeople for exchanging or sharing information and experiences (Hajli 2014). In the corporatesectors, the social media marketing is generally use for promoting brands, establishingcommunication with the customers, and spreading information in the virtual communities andnetworks. Current world are much fascinated by the contents published in the social media sites.
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6RESEARCH PROJECTThe study would discuss the use of social media by River Island, one of the mostdemanding fashion retail brand based on UK. The company has been offering the high qualityfashion brand to the potential customers for 60 years. The company is mostly renowned for theaffordable and trendy fashion segments with the unique touches in the collection (Ashley andTuten 2015). The great going outlooks and the occasion wear available in the store are muchpopular among the UK customers. However, currently, the company has been developing theirsocial media marketing strategies to attract more customers from different locations. Thecompany already has established almost 300 stores across the globe. In fact, it is an award-winning online fashion retail site. The company has captured the leading position among thebiggest in-house design teams on the British High street. River Island is committed to nurturenew talent that has made them one of the most successful fashion retailers in the UK market.Having an ambition to lead in multimarket and create the multichannel brand, the company isorganizing the business process to develop the greater customer base. The sound CSR initiativesand development charities are also driving the company towards success. The company has thesuccessful online presence, but the business competition is much high due to which the negativeremarks on the social media sites are hampering the brand identity. It is necessary for thecompany to develop the fruitful social media marketing strategy to mitigate the challenges fromthe rivalries. The research would analyze the consumer responses and help in developingcautiousness to deal with the uncertainties. 1.2 Research RationaleThe current developments in social media have become the important tool in the businessworld. Ashley and Tuten (2015) opined that the social media provides the passive information tothe business marketers for developing their knowledge in strategic implementation in a
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7RESEARCH PROJECTcompetitive scenario. The negative ‘word of mouth’ influences the purchase decisions of theconsumers that create terrible loss for the company. In fact, the emerging competitiveness is alsoone of the major threats for the business marketers. The availability of the numerous alternativesin the market makes the customer rethink about their future purchases. If the business marketersof a brand fail to satisfy the needs, the consumers tend to switch the brand any point of time.However, it has been interpreted that in spite of the positive influence on the consumerbehaviour, the social media use can even turn out to be much challenging for the businessmarketers. In usual cases, the business marketers create the social media pages for online promotionof the brand. These online pages in the social networking sites generally aim to reach the targetcustomers. Ngai, Tao and Moon (2015) implied that positive remarks or comments create thepositive ‘word of mouth’ among the other users of social media. On the other hand, according toHajli (2014), the negative remarks for the brand can turn out to be much challenging for thebusiness scenario since it may affect the consumer behaviour. The social networking site is theplace for open communication, which can influence the consumers during their purchase of anyproduct or service in both positive and negative way (Dessart, Veloutsou and Morgan-Thoma2015). Hence, it is essential to understand the specific method of using social media byconsidering the negative and positive impact. The research study would thus provide the conceptual analysis of the social media andthe consumer purchasing decision making process. The exploration of the significance wouldpresent the enriched idea about the potential impacts of the social media that creates bothnegative and positive influence on the customers. River Island is completely relying on thesocial media sites to develop the string customer base and understand the requirements of the
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