Critics on Consumer Behaviour- Literature Review
29 Pages4736 Words91 Views
Added on 2020-02-03
Critics on Consumer Behaviour- Literature Review
Added on 2020-02-03
ShareRelated Documents
IMPACT OF SOCIAL MEDIA ON CONSUMER'S CHOICECollage NameStudent Name1
Executive SummaryThe main motive of the research is how consumer decision-making process haschanged in the Digital age, mainly in the field of social media. The information availableto us goes on increasing day by day resulting in exposure and presenting differentfeatures of data via Social Web. In today’s market social media usage has become partof daily routine to access different platforms either for conducting business or forpurchasing. The research contains literature review to get the analysis of various criticson how consumer behavior has changed immensely. In order to get the best outcomesand recommendations in terms of Starbucks, survey of twenty people has been done togo through the changes in their behavior on online purchasing in recent years. Interviewof two managers has also been taken to understand the values that companies do forsocial media marketing which ultimately leads to proper decision-making of theconsumers.2
Table of ContentsTask 1...........................................................................................................................................................41.1 Identifying factors contributing to process of research project selection..............................................41.2 Undertaking critical review of key reference of research topic.............................................................6Aims, Objectives and Research Questions...................................................................................................7Task 2 ........................................................................................................................................................112.1 Matching resources effectively to research questions.........................................................................112.2 Undertaking proposed research investigation ....................................................................................162.3 Recording and collating required data ................................................................................................17Task 3 ........................................................................................................................................................183.1 Using appropriate research evaluation techniques.............................................................................183.2 Interpreting and analyzing results.......................................................................................................193.3 Making recommendations as well as justifying further research ........................................................24Task 4.........................................................................................................................................................244.1 Using format and appropriate media for presenting outcomes of research .......................................24Reference List............................................................................................................................................25Appendices................................................................................................................................................283
Task 11.1 Identifying factors contributing to process of research projectselectionAccording to Hollensen and Raman, (2014, p.17), in today’s world, social mediabecomes 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 ofusers which keeps on growing daily. Overall it is found that more than millions of peopleare actively communicating through social media. Marketers are being attracted towardsthe growing rate of users and have recognized that social media marketing is a majorpart of helping marketing interactive techniques. Also, the companies helped via socialmedia marketing in order to communicate with the customers for decision-makingpurposes. This collaboration with the marketers helps them to identify and understandthe needs of the customers and their choices regarding particular product or service. The main business factors of social media towards consumers are that itacknowledges in estimating products, making endorsement to the contacts, and sharingany of the investments through social media platform. Online marketing imposescommunication through these social podiums which create an impact on consumerchoices and marketing strategies. Customer socialization theory anticipates that theincrease rate of communication among patrons not only affect cognitive attitudes butalso the intuitive and behavioral aspects. Advertising on social media folio has taken anew chapter of consumer’s behavior. The consumers spending more time in onlinewindow shopping tend to make purchases or start business on social media becausethey are more active and communicate with people largely. Consumer’s choices ordecision making has a huge impact on the recommendations made by their connectionson social media. It helps in brand awareness, buying attitudes and in advertisingmediums. The more generous responses a product or service receives, the more ratesof consumer purchasing increases. Therefore, it shows that most of the top brands andtheir services views it and lead to social media marketing for its brand image to grow.4
Starbucks is considered as the largest coffeehouse chains in the world, and definitelythe largest in the United Kingdom. It was established in the year 1998 and has over 539stores alone in UK and more than 21,366 stores across the globe. Starbuckssuccessfully entered the European market because of its number of Seattle CoffeeCompany in the UK (Starbucks Coffee Company, 2017). Both the companies shared afamiliar culture which focuses on the assurance to customer-built coffee. It has samecompany values with a bonding of respect for each other for the consumers and theenvironment.Starbucks buys and roasts high-quality whole bean coffees and its essence ofhaving a genuine service makes the customers attracted towards the company. Thesecoffeehouses have become a flare for all coffee lovers in the entire world because theyare getting an inviting atmosphere and a superb cup of mouth watering richly brewedcoffee. 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 itsartistic decoration and the appeal. The environment welcomes people to chat, meet upor even sometimes to work. As a part of daily routine, it stands up as a neighborhoodhanging out place which makes it as proud reward to be so close to the heart of thecustomers. Everything the company takes as an initiative to do makes it sure to do forthe benefits of its patrons, i.e., from the commitment of serving fine quality of coffee tothe way engaging with the communities for developing the business in a responsibleway. It has also participated in social media platform to reach out to its consumers foravailing the offers and discounts and receiving high rates of reviews from the. Theadvertisements they put on their Facebook pages helps them to rise in their businessprospect (Starbucks Coffee Company, 2017).5
Figure 1: Logo of Starbucks(Source: Starbucks Coffee Company, 2017)1.2 Undertaking critical review of key reference of research topicAs stated by Ashley and Tuten, (2015, p.16), the usage of social media hasreached a high growth level where the consumers in recent years, prefer to purchaseproducts and services and also to conduct business through social media platforms.Consumers are getting influenced while buying products because of variety of optionsavailable in social media and the comments and reviews of other users about theparticular product or services. In order to analyze whether social media really affects inconsumer’s choices of purchasing, it is needed to look after and research the amount oftime they spent on the internet and how they get influenced by other users. Oncompany’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 thatparticular websites. Generally, the consumers planning to visit or purchase go throughthe 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 awide platform where people can post pictures, comment, and review as per theiropinions. As mentioned by Cader and Tenaiji, (2013, p.546), the onset of social media hasemerged a new landscape that creates a new grid of personal connections. Business6
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
The Impact of Social Media on Consumer Choicelg...
|29
|6351
|304
Sample Assignment on Social medialg...
|37
|6484
|217
Does Social Media Affect Consumer Choices?lg...
|22
|4824
|306
Consumer Behaviour Assignmentlg...
|10
|2728
|75
Social Media Marketing Strategies Influence Consumer Purchasing Decision in Restaurantlg...
|49
|14819
|418
Research On Asda Ltd -Effects Of Social Media On Consumer Decisionlg...
|27
|6972
|662