Customer Perception of Marks & Spencer's Social Media
Added on 2020-01-23
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Research Project
Table of Contents
Research TitleTo Analyse the impact of social media on the customer choice in retail industry: Astudy of Marks &SpencerINTRODUCTION In the present era, social media plays a very crucial role in the marketing sectorbecause most of the people are connected to this platform. Social media is a platform atwhich company can easily get touch with the customer and provide the informationabout product and services. It is the best medium for the corporation to attract thecustomer and provide information about product price, feature, discount etc (Creswell,2013). The following research project provides the depth knowledge and understandingabout the social media impact on the customer choice and perception. Social mediaassist to customer attraction and getting their feedback and review about the productand services. The present research is based on the study of social media on thecustomer choice and perception in the Mark &Spencer. It is one of the famous retailoutlets which deal with clothing, home products and luxury food product. The majorobjective of this research is to analyse the impact of social media and identify that how ithelps on the customer attraction toward the organisation. Various techniques of socialmedia will identify in this respect to encourage and attract the customer toward theproduct sand services of Marks and Spencer. In addition to this, ways will also suggestby the researcher which can assist in encouraging customer by social media.1
1.1 Preparation and recording possible research project outline specifications Aims: To Analyse the impact of social media on the customer choice in retail industry: Astudy of Marks &SpencerObjectiveTo understand the meaning of customer behaviourTo understand the meaning and concept of social mediaTo determine the techniques used by retail industry for attracting customersTo assess the impact of social media on marketing and salesTo recommend several ways through which social media can help to attract thelarge number of customerResource implicationFor the current study, the investigator will use some resource to accomplish the entireresearch. In the entire research, an investigator will limit time period and fund thus itbecomes hard for the investigator to carry out the study. In order to overcome theimpact of time and fund resource, the investigator will adopt the activity based costingmethod under which activities will plan according to limited time and fund. While thewhole research will finish within the small period and this implication will influence theresult of the entire work. In order to decrease the impact of resource, an investigator willuse Gantt chart technique. Each activity and event will allocate within a specific timeduration so as the desired work can accomplish within a time period. Furthermore,some secondary resource will also use by the investigator to collect the data.1.2 Component that leads to the process of research projectAt the time of selecting the topic of research, an investigator will face several factorswhich affect the perception. The major factor is the personal interest which influencescholar at large manner because researcher desires to identify the impact of socialmedia on the customer perception and choice in the Marks &Spencer. The anotherreason for selecting this topic is to assess that how many social media techniques canbe used in the retail industry. Furthermore, there is sufficient data are available on thistopic thus the scholar influence to choose this particular topic of customer behaviour.There will various studies conduct by the scholar so their finding and argument canassist scholar in getting the appropriate result about the topic.2
1.3 Critical review of key referencesMeaning of customer behaviour and perceptionAs per the view of (Smith, 2015) customer behaviour is the study of individuals, group ororganisation and the processes they used to select, secure, use and dispose of product and service to satisfy their desires. As per the view of (Fiegen, 2010), a customer is thatindividual who purchases product and services from the market for their end use. Silverman, 2016 Customer behaviour is an attribute which affects various kind of components like demographic, geographic, social, psychological etc. Customer behaviour is very sensitive and mostly influenced by their needs, wants and desire about something. As per the view of customer behaviour refers to the actions of customers in the marketplace and the underlying motives for those actions. Customer behaviour is the decision and action of the individuals who purchase goods and services from the market for their personal consumption. Personal factor is the major component of age, gender, education and income level which affect the customer behaviour at the time of purchasing.Meaning and concept of social media According to the (Fiegen, 2010), social media is one of the online communicationchannels which assist in sharing the information and message between the individuals. It is a kind of application and website that enables users to share and create their won page and content in social networking. As per the view of social media is a medium through which any individual can create their won page and share their information to other or public. It is an electronic communication platform through which people create online communities to exchange information, idea, thoughts, mood, personal message and other content like audio, video, images, links, files etc. As per the view of (Garner and Scott, 2011), social media assist in identifying customer feedback and review aboutthe product and services. The company can easily get touch with the customer and ask the feedback and their comment about the product and services. By identifying the comment and review of a customer, a firm can make necessary changes in the existing commodities and services.Analyse the techniques of social media3
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