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Research Project Plan for Iceland | | | Social Media Marketing | | | |An Empirical Study | | ||Sample: Towards Analysing the Impact of Social Media Marketing | | | | | | | | | | | | | | | | | | | | |

   

Added on  2020-01-07

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Student Name:............................................. ID...................................Research Project Plan(Proposal)This exercise is designed to make you able to plan research project for the area of your interest. (Formative assessment)Title/Topic:To critically analyse the impact of social media marketing on consumer's buyingbehaviour: A study on Iceland supermarket, UK.Rationale/ Background:The social media and use of internet is growing at a faster rate which is offering wide platform to the company for sharing information, ideas and viewpoints of different people. This interaction has created a great impact on the consumers and their buying behaviour as well. The needs and demands of customers are wide and before purchasing they like to seek advices from the family, friends and other social groups. This need is fulfilled by social media sites and other similar platforms which help in interacting with various individuals (Hutter and et.al., 2013). Apart from this, companies also make good use of these sites to communicate with their customers so that they can be informed about the firm's products and services. The present research is based on this concept which has attempted to analyze the impact which is exercised on consumer's buying behaviour through social media. The chosen topic will help to attainknowledge about food retail industry's role in affecting customer's decisions. In addition to this, this topic is selected for the research because in the recent time, subject matter which is in trend presently. This will aid the researchers and students to know about various perspectives that must be considered in this area. Moreover,in food and grocery market, less research has been done that suggests to find many new avenues in this area (Sigala, Christou and Gretzel, eds., 2012).IntroductionThe famous saying that human is a social animal is relevant in present day context. The trend related to be socially active for various purposes like sharing views and ideas with different people, sharing experiences and knowledge etc. have become quite common in the present days. With the enhancement of online mediums and social media sites, this trend has gained a up liftment in present scenario. Internet includes various online websites and social networking mediums which has become a new way of communication among large number of people. In this social connection, it is evident that though people does not meet physically, yet they share a large number of ideas and views among them which has the potential to influence their behaviour and decision making (Solomon, 2014). Among these decisions, one of the important aspects is purchase decisions. The popular and trending websites of social media like blogs, Twitter etc. present a common platform for the customers due to which their purchase Tutor Sign................................................... Student Sign...................................... Date...................1

Student Name:............................................. ID...................................decisions are affected in a quite wide manner. People use to buy various things in their everydaylife which may be done by them either through physical purchase or online shopping. The onlinenetwork provides facility through which different customers can interact with each other which further influence one’s another behaviour and perceptions. As a result, it has been witnessed thatmany companies have started adopting the social media for carrying out their activities aggressively. This aids them to be in trend and updated as per the present scenario. Apart from this, it is also evident that all these organisations use to provide opportunities to the customers through which they can post their reviews and comments for company on their official websites (Sashi, 2012). This works as a marketing tool for the organisations and help customers to make a decision for purchase from same firm. The buying behaviour of customers can be affected largely through social media in the food retailers industry. The present research is done in the similar industry where chosen organisation is Iceland supermarket and it is one of the leading retail firms for food and grocery products in UK. The said organisation deals in various frozen and non-frozen grocery items suchas prepared vegetables, meat, dairy items, dry good etc. The firm has performed with innovative techniques and efficiency in market due to which it has become one of the top ten companies in UK within the retail sector. The enterprise is active on social media which has helped in gaining good position and success in market (Wang, Yu and Wei, 2012). The present research willbe based on analysing the impact of social media on consumer's buying behaviour with relevance to the Iceland supermarket. This will give opportunity to understand various perspectives of the consumer behaviour and influences of social media in it. The research will attempt identify all these perspectives by analysing data collected for the same purpose. Aim of the researchAimTo critically analyse the impact of social media marketing on consumer's buying behaviour: A study on Iceland supermarket, UK.Objectives of the researchObjectivesTo understand the concept of social media marketing in the food retail organisationTo analyse the tools and techniques used by food retailer companies for marketing theirservicesTo evaluate the role of social media marketing to change consumer's buying behaviourTo recommend the ways that can improve online social network of Iceland Company.Tutor Sign................................................... Student Sign...................................... Date...................2

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