Impact of Social Media Marketing on Consumer Buying Decision

Impact of social media
marketing on
consumer buying
decision

ABSTRACT
After the introduction of globalisation, internet and social media has gained an advantage
and also promoted E- commerce as a platform where buyers and sellers can meet globally. After
the innovation in social media platforms and development of awareness in customers there has
been a constant debate about various factors that are responsible for controlling the buying
decision of consumers in developing as well as developed countries. Main purpose of this study
is to assess the various social media platforms and their impact on buying decision of customers.
Maintaining and framing effective strategies helps Proctor and Gamble in achieving a
competitive edge over their competitors and rival firms in competitive market. Main aim of this
report is to analyse the impact of social media on buying behaviour of consumer in respect to
Proctor and Gamble.
Furthermore, various opportunities that are available for business concerns in competitive
market have been assessed here. For evaluation, qualitative type of research method has been
considered for data collection an d interpretation. Furthermore, a combination of both primary as
well as secondary data has been collected for evaluating and assessing aim and objectives.
Lastly, it is concluded that employees in P& G need to be trained effectively so that they can
help in growth of a business concern and enhancement of productivity level. By doing so,
company can achieve a competitive edge over other rival firms and increase their customer base
as well.

Table of Contents
ABSTRACT.....................................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................2
1.1 Introduction......................................................................................................................2
1.2 Background of the study...................................................................................................2
1.3 Background of the company.............................................................................................3
1.4 Research problem:............................................................................................................4
1.5 Rationale or worth of the study........................................................................................4
I.6 Research aims and objectives............................................................................................4
1.7 Research Questions..........................................................................................................5
1.8 Significance of the research..............................................................................................5
1.9 Chapter structure..............................................................................................................5
CHAPTER 2- LITERATURE REVIEW.........................................................................................8
2.1 Concept of social media marketing..................................................................................8
2.2 To determine the impact of social media marketing on customer buying decision.......10
2.3 The importance of social media marketing....................................................................12
2.4 The major challenges of social media marketing faced by Procter and Gamble...........14
CHAPTER 3- RESEARCH METHODOLOGY...........................................................................17
3.1 Research design..............................................................................................................17

3.2 Research approach..........................................................................................................18
3.3 Research philosophy.......................................................................................................18
3.4 Data collection method...................................................................................................19
3.5 Sampling method............................................................................................................19
3.6 Ethical issues..................................................................................................................20
3.7 Validity and reliability....................................................................................................21
3.8 Data analysis...................................................................................................................21
3.9 Accessibility issues.........................................................................................................22
3.10 Research strategy..........................................................................................................22
CHAPTER 4: DATA ANALYSIS................................................................................................24
4.1 Data Interpretation on the basis of primary research......................................................25
4.2 Data Interpretation on the basis of secondary research..................................................13
CHAPTER 5: RECOMMENDATION AND CONCLUSION.....................................................16
5.1 Conclusion......................................................................................................................16
5.1 Recommendation............................................................................................................17
REFERENCES..............................................................................................................................20
APPENDIX....................................................................................................................................22

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CHAPTER 1: INTRODUCTION
1.1 Introduction
Social media marketing is a quite vast concept in today's fast growing world. It has
gained pace since the last decade after social media became more popular among people . This
type of marketing discipline is an advantage as it provides ample of space to both consumers and
business entities for maintaining effectiveness while building relationships. Consumer behaviour
on the other hand refers to an art that deals with various activities that are somehow connected to
purchase and sale of goods and services (John Wiley & Sons.Felix, Rauschnabel and Hinsch,
2017). This buying and selling process can be both online as well as offline. This research is
basically undertaken for assessing the impact that social media has put on consumer's buying
decision in case of “ Proctor and Gamble”.
In today's scenario, technology and use of internet has made doing business a quite faster
process. By the use of social media people from all over the world are able to communicate with
each other and share their thoughts and ideas. One key impact of social media and technological
advancement on consumer's buying decision is that it that behaviour of consumers has changed
completely. They have become more aware about the products and services that are being
provided in the market. In addition to this, it can also be said that social media plays a significant
role in attracting customers towards a product or influencing consumer behaviour. It acts as a
main source by which people all over the world have become more aware about the products and
current markets trends or situations. On the other hand, change in consumer behaviour has
resulted in frequent shift in demand and switching of products.
Customer are well aware about different goods. The increase in knowledge has allowed
them to make effective and profitable decisions. By communicating with friends and relatives,
consumer grabs knowledge about different things. Thus, by analysing them, they take proper
decisions. In coming years' technology will play a significant role in providing information about
products and services to people. It will allow them to share it quickly with others. The use of
social media will make them aware about different goods. It will also help in gaining knowledge.
1.2 Background of the study
Social media is the most preferred platform in today's world that creates a sense of
awareness in people. Technological advancement on the other hand refers to developing
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applications and software which helps in providing information to individuals worldwide. One
major example that can be considered here is E- commerce which has come into existence after
introduction of new technological advancements. By this, consumers are able to differentiate
between different products which one is best suitable for them. Social media advancement also
affects the product switching behaviour of customers (Scott, 2015). This research has been based
on Proctor and Gamble which is a business concern in consumable goods industry. As per this
research, it has been assessed that managers of P& G need to identify issues which influence
buying decision of customers and resolve them in an effective manner. This will further help
them in gaining a competitive edge over their rival firms.
Buying behaviour of customers is greatly affected by a significant rise tin their awareness
and knowledge level. Nowadays customers have become well aware about technological
advancements and they communicate with each other through social media platforms for getting
information and data in a more detailed manner. Also, companies provide offers on products in
order to attract them. Moreover, it has been noticed that there are various factors that affect or
influence behaviour of consumers in global market. These factors are personal, social as well as
psychological behaviour of an individual.
1.3 Background of the company
The Procter and Gamble Company (P&G) had initiated as an American multinational
business concern that deals in consumer goods corporation which has its headquarters in
Downtown Cincinnati in Ohio. It was founded in the year 1837 by British American William
Procter and Irish American James Gamble. This business concern specialises in a wide range of
products ( personal health/ consumer health/ personal and hygiene products) These products are
further classified into various segments such as beauty, grooming, health care, personal care etc.
In 2014, P& G recorded a sale of $ 83.1 billions and announced streamlining of a business
concern in the same same year on August 1. As per the words of previous chairman of P&G, Mr.
A.G. Lafley , the future of P& G was expected to be much simpler thereby making it lesser
complex business concern with leading brands that are easier to operate and work with. The
current chairman of Procter and Gamble is Mr. David Taylor, who also believes the same
ideology.
Managers of P&G provide training to their already existing workers soi that they can
comfortably work with new and innovative technology. This helps in fostering growth of the
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company and also leads to customer satisfaction. In context of younger employees, they are
active and quick in adopting new technology which further saves time. It also reduces costs of
production due to which company can earn higher benefits.
1.4 Research problem:
In the present context, advancement and innovation in technology has created a number
of issues. Due to this advancement, business concerns nowadays have to keep themselves
updated with the technology and infuse great amount of money into it. Due to this they are not
able to maintain their production cycle intact which further hampers their productivity. Another
major issue is that customers are getting influenced by other innovative products by the use of
social media. Hence, the business is facing difficulty in retaining their customer base.
1.5 Rationale or worth of the study
As per many studies that are done social media is considered as a major marketing tool
that aims towards enhancement of marketing communication. But even then lesser attention has
been paid to identification of ways in which firms can benefit from this scenario. Hence, to lower
the gap and assess the opportunities available for social media in Canadian region researcher has
decided to conduct a study. Moreover, the main reason due to which this topic was chosen is
personal interest of researcher in social media. A significant reason behind getting this research
conducted is identification of factors which have major impact on consumer behaviour. Also,
this research throws light on the various technological tools and methods that are used by
consumers for raising their knowledge base (Tuten and Solomon, 2017). In addition to this, it
also helps in doing evaluation regarding social media and the impact it has put on consumer
behaviour. Lastly, it will also help in understanding the changing scenario in decision making
process of buyers with the introduction of information technology.
I.6 Research aims and objectives
Research aim: “To assess the impact of social media on consumer buying behaviour. A case
study on Procter and Gamble”
Objectives: The objectives of the study have been stated as under:
 To evaluate the concept of social media marketing.
 To determine the importance of social media marketing.
 To analyse the impact of social media marketing on customer buying decision.
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 To evaluate the major challenges of social media marketing faced by P&G.
1.7 Research Questions
Various questions that researcher can consider in context of this research have been stated as
under:
 What is the concept of social media marketing?
 How to determine the importance of social media marketing?
 How will social media marketing lay an impact on customer buying decision?
 What are the major challenges of social media marketing that are being faced by P&G?
1.8 Significance of the research
In the present context, research is done to put an emphasis on impact that social media
has laid on buying decision of consumers in Canada. This study can be used as an example for
entire consumer goods sector as it throws light on how effective is social media and its various
platforms in raising demands and knowledge of customers. Also, after the arrival of new
technology, adopting cost effective tools and techniques that help in faster production of goods
and services has become possible. Also, managers of Procter and Gamble will be able to infuse
training programmes for their employees which will further lead to an increase in the flow of
production. By involving new technology, consumer demands will be easily accessible to the
company. After knowing the demands of customers, management will try to reduce their cost of
production and make products that gain high value in competitive market. Also, by critically
evaluating all these factors, appropriate strategies can be formed that will further help in
employee satisfaction and retention (Gunawan and Huarng, 2015). Therefore, current
dissertation will assist the business unit to improve their present position and speed up in the
flow of production.
Apart from this, current dissertation will be helpful from consumer's point of view as it
ensures inclusion large amount of data about consumer's buying behaviour with regard to impact
of training on productivity and growth of company. This will prove to be effective for other
scholars to conduct the similar type of study and draw valid outcome from the same. It will
provide valuable outcomes to apply the study in other related areas like retail industry.
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1.9 Chapter structure
Chapter structure is a defining term that states various components that are a part of the
dissertation project in a chronological order. In the present context, chapter structure and the
research work done should be conducted in an appropriate format. Chapter structure is different
for different researches and needs to be presented in an appropriate and formal way. In the
present context, researcher will have the follow the structure as stated beneath:
Chapter 1: Introduction
Introduction is the basic overview of the entire report in a summed up way. In present
context, research project will begin with introduction as its first chapter where basic information
will; be provided regarding the project and company. Furthermore, this section also deals with
aims and objectives that have to be achieved while completing the research. It is the initial step
where the research actually begins. It entails the purpose behind conducting a research with its
overview and description of company, on which it is based. Furthermore, this initial part of a
dissertation describes the most important part i.e. topic of investigation. In this regard, aims and
objectives are defined on respective research. It indicates researchers on which topic they have to
investigate and in what manner, problems should be analysed to achieve mentioned goals.
Chapter 2: Literature review
This is usually the second chapter that falls after introduction. This chapter provides
essential and basic data and information regarding consumer buying behaviour and impact of
social media as well. It infuses data form a number of books, journals and other relative
materials. Also, this section acts a strong base for the entire report and helps in achieving aims
and objectives within a specified time frame. Under this part, researched reviews various articles,
books and articles of some professionals and experts, who have already conducted a research on
same topic (Ashley and Tuten, 2015). This would help in analysing their perception and gather
relevant information to address mentioned issues or objectives of research.
Chapter 3: Research Methodology
Research methodology happens to be the third segment of the research project and is
usually placed after the literature review is done. Here, a combination of various tools and
techniques are used that help in collection and analysis of data for generating a valid and
effective outcome of the research. It includes research approaches, philosophy, data gathering
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methods, qualitative and quantitative techniques, strategy, ethical consideration and more. These
methods help in conducting an investigation in more specific and precise manner.
Chapter 4: Data Analysis
Data analysis forms the most important part of the report. In this part, the data and
information that has been collected is analysed with the help of research questions as well as
objectives. Furthermore, it also provides a detailed information about the findings. This part is
quite important for researchers also as it helps them in presenting the results and outcomes in a
formal way. By doing so, readers are also able to understand the nature of the study. Under this
chapter, critical analysis of information which is gathered through primary and secondary
research has been done. This would help in analysing what data has been gathered and what it
entails. Through this process, researchers can obtain desired conclusion in prescribed way.
Chapter 5: Conclusion and Recommendations
This is the last chapter of the research where entire project is summed up. In present
context, conclusion is drawn after careful evaluation of the aims and objectives that have been
mentioned in the study. In addition to this, recommendations are also provided in this section so
that improvement can be made in current business concern by taking help form developing scope
learning for employees in an organisation.
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CHAPTER 2- LITERATURE REVIEW
This part of research can be described as the most crucial part which helps in providing a
theoretical description of overall research project. A literature review is both a summary and
explanation of the completed and current state of knowledge on a specified area of study with the
help of academic books and journals. This section of research is mainly based on secondary
source of data collection as in the research project data has been gathered through books and
journals. This section plays effective role in analysing the issue of research in theoretical form
which helps the investigator in finalising the actual outcome and result. The literature is
published on part of researchers and scholars which provides a brief overview related to field of
the study. In this, researcher needs to conduct an in-depth review of information published by
way of secondary sources, as it is important to analyse the previous literatures with the similar
area of study and information extracted through secondary sources. The review of previous
literature plays vast role in accumulating appropriate result and outcome, and helps in conducting
analysis from all the relevant features (Aichner and Jacob, 2015). The research into
consideration is based on employee motivation which consist to be an essential aspect of firm as
it is the major responsibility of organisation or its higher authority to encourage their employees
in order to attaining desired goals and objectives in effective manner. This part provides a clear
description about the research issue in the form of theory. Moreover, the outcomes derived in
previous studies is analysed so as to identify literature gap. An in-depth analysis of theories and
literature published in past is conducted through this section.
2.1 Concept of social media marketing
According to the views of Leung (2015), it can be stated that the concept of social media
marketing has invented in last 10 years and had played a crucial role in marketing of any
product. For understanding the concept of social media marketing, it is necessary to understand
that what is Social media. Social media can be considered as a virtual platform, which have their
physical applications installed on the system. This is used to share information and data with all
the world, for performing all these operations a high speed internet connectivity is required.
Social media is a collective media of channels which includes sharing of information,
community, interaction of peoples with each other (GalbRaith, 2014). Social media not only
allow this, but it also give permission to business organizations to share the details about their
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products and services. This has been become a great platform for organizations from all over the
world to promote their products and services. Social media is a collection of technologies along
with Artificial Intelligence, which provides a great interface for people to make interaction with
each other.
According to the view of Scott (2015), it is clear that, now a day most of the people in the
world are very friendly with technologies and uses worldwide sources. This all makes it easier
for organizations to share the information about their products and services. Platforms like social
media also can be used for selling products and services to their clients and customers. This can
lead an organization to increase their business globally and help them to sell their products from
from all over the world. This is becoming a trend in customers to buy products and services from
social media, as this reduce the time consumption of customers that they have to invest in
window shopping (Leung, Bai and Stahura, 2015). The main reason behind the success of social
media marketing is, it is available for 24*7 for 365 days of year and an individual can shop from
anywhere and can send it to anyone. Although e-commerce web sites are also there in market but
digital marketing like social media marketing do not get must influence of it over their
performance.
According to the point of Rauschnabel (2017), it is evaluated that, social media is very to
use and not an expensive medium to sell and promote products and services. As in today's date,
everyone is familiar with this technology, so it makes easier for organisations to share data and
information on web sites without using any specialist or any other extra investment. As social
media uses built in data analytical tools, which also help organisations to analyse the data. This
help them to trace their progress and success graph and engagement of ad campaign. This also
help companies to address a range of stakeholders, like current and potential customers, current
and potential employees, bloggers, journalists, and general public. Social media marketing also
helps organisations in management of marketing campaigns, and establishing of organisation's
desired social media “culture”. This all help organisation to gather their stakeholders either they
are old one or new one like, employees, customer, bloggers, media, and other third party
stakeholders.
According to the views of Tuten (2017), it is analysed that, Social media strategy use to
create a content that is “sticky”, which means it will enhance to probabilities of getting attention
of a customer over their product and service. After which, it increases the chances that the
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individual will perform a desired action on the link or tab, like purchase of product or sharing of
content with others. The major strategy which is followed in social media marketing is to making
messages and content which can attract an individual towards the advertisement and then share it
with their family and co-workers. This strategy has basic on the words and looks of the
advertisement, which must have the power to attract customers which are loyal to products and
services of other brands. One of the key component of social media marketing is social media
optimization. It is just like search engine optimization, it works to bring some new and unique
customers for visiting their products and services. Social media optimization can be done in
different ways, one of them is adding social media links into content. This allow customer to feel
interactive with organisation and make easier for them to communicate with companies. This
would help employees to share feedbacks and complaints along with voice notes and suggestions
easily by using social media. This make the process of rectifying the errors and solving problem
faster as compare to traditional process. This allow customers to track the status of their
application, which make them satisfied.
2.2 To determine the impact of social media marketing on customer buying decision
According to the points of Gunawan (2015) , it is analysed that social media marketing
provides a platform where an opportunity arises for customer to exchange their views,
suggestions, experiences and recommendations with other customers. The customer behaviour
while making decision of purchase has been changed due to social media, and this has three
different reasons. Gathering information from other customers and reduce it's risk
significantly, it is said that customers which are going to buy a new product are more likely to
gather information from other customers. Generally these customers are their relatives, which
can provide them some accurate information of the product or service, by which making decision
become easier for them. Here, it is very easy for new customers to gain the information and
required knowledge about the product and service, which help them to make decision either they
have to but it or not. This is some how can be consider as traditional method, which can affect
the decision making while purchase of a product. In today's date, it is slightly changed by social
media marketing. Now, not only relatives but the person who are unknown can also make
suggestions about the product and service which help to decide weather to purchase or not. In
this, videos on Facebook and you tube is very popular. In this expertises of that product and
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service make some critical test on that product or brand and conclude with given the result of
test. This help an individual to decide according to situation that they should buy it or not.
In this, an individual has a huge chances to get only the correct information about the
product, which can help them in decision making on purchase of that product or service. Buyer
can evaluate and compare different products of different brands, it is stated that buying
product from social media marketing sites, provides a facility of making comparison between
different brands, products and services. Sites of social media marketing uses different tools
which are used for making comparison between two or more products and services. This allow
users to view and make this comparison of different products and services of different brands
just on one click. The comparison given by the site is designed in a table format which make it
easy for customers to read that comparison. This helps the customer to identify the difference
between various products and also help them in identifying the product which is more suitable
according to the needs of customer. Here customers who are using the product or who have used
it, give their review according to their satisfaction level by product or service. This review
provided by customer help new buyer to take decision while buying the product.
For all this review system, star rating is the most popular method used on social media
marketing sits for reviewing the product. In this customer who are using the product or service
provide stars to that specific product, brand or service according to it's performance and after and
before facilities provided to them. Along with this, they have option to add comment with rating,
where they can provide details about the product or service that what they like or dislike the
most. Community membership groups, it is analysed that, it is group of many customers,
where each and every person use to provide informations about different brands and products.
This is a place from where customers can get information which can tell them the good and bad
about the product and service. This help new customers to judge the product and services
according to their needs and make decision to buy or not to buy that product. This is a best place
where a customer can get numerous of feedbacks and reviews about the product, which can make
the decision making easier for employees. This is the place where a person loves to visit who is
willing to buy a new product. This help them to know the before and after sales services along
with the performance of product and service in different situations. This also help them to get the
required informations related to product which is essential for customer before buying any
product or service. These types of groups are available on social marketing sites like Facebook,
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you tube and other. These groups are public groups which do not demand any cost for getting
information. These are open platform where any one can come and share their information,
reviews and feedbacks regarding to specific brand or product or service.
2.3 The importance of social media marketing
According to the study of Ashley (2015), it is evaluated that Social media is a collection
of channels which includes community, sharing of the information, and interaction of people
with each other. This brings a lot of changes in the behaviour of peoples, changes their thoughts
and their activities. This also changes the way of sharing information, communication, reading
and writing content. The main purpose of social media marketing is to build a brand and increase
a brand's visibility, by building relationship and communicating w9ith potential customers. On
the other hand, social media is important for business marketing as this platform helps in
connecting with customers, increase awareness about the brand of company and boost the leads
and sales of the company. Around three million peoples using the social media every month, its
not the passing trend. In the future time, social media is becoming one of the important feature of
digital marketing, which provides unbelievable benefits that helps to reach million of customers
worldwide. It is important because it has the power to increase the loyalty of customers . This
also helps to validate the brand of any organisation. Social media marketing is beneficial as it
allows the customers to connect and interact with the business on personal level. If the business
already exists then it can help to further develop the brand and give the existing business a new
voice. This is the way through which new customers can easily attracted towards the business.
According to views of Aichner (2015) it is evaluated that the main importance of social
media marketing is Improved brand awareness, Social media is one of the most stress-free and
profitable marketing platform which helps to increase the business visibility. To begin with
social media, first create profiles for the business and start networking with others. This strategy
helps in increasing your brand recognition. In few hours only, most of the marketers claimed that
their social marketing efforts greatly increased their brand visibility and enhanced user
experience. Doubtless, having a social media account of the business with regular use and
updated will help to enhance the growth of business and it can also produce a wide gathering for
business in no time. Cost-effective, for promotion strategy, social media marketing is possibly
the most cost-effective way. Creating profile and signing up is almost free for all social
networking sites, but if decided to use paid advert on social media, them always start small to see
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what you should expect. Being cost-effective is important as this helps to achieve a greater ROI
and hold larger monetary fund for other marketing and business costs. Just by investing once,
later on significantly increases the conversion rates and at last get a return on investment on the
money that primarily invested. Engage with customers, Social media is the best way to engage
and interact with customers. The more communication with audience, the more chance is to have
conversion. Setting up the two way communication with the people along with the target helps to
know the need and requirements of peoples and their interest to catered with easiness. This
benefit of social media marketing is the one which helps to gain the attention of the customers
and to convey the message of the brand. Through this, brand will reach more audience in real
terms and gets itself established without any trouble. Improved brand loyalty, Social media
account can help the customers to find the business of their choice and get connected with that.
By connecting with customers on social media sites, the organisation is probable to upsurge
customer retention and loyalty. However, developing the loyal customers base is one of the
difficult and main task of any business. The brand loyalty and customer satisfaction is typically
go hand in hand. This is important to often engage with the customers and establish a bond with
them. Social media is not just limited to introduce the product but also a leading platform to
promote it. People sees this surface as service transmission where they can directly communicate
with the business. Healthier Customer satisfaction, Social media plays a critical role in
communication and networking platform. With the help of these platforms, creating a voice for
the company is crucial in rising the overall brand image. Customers acknowledge the fact that
when they post comments on the business page, they receive a modified response rather than a
processed message. A brand that values its customers, takes the time to compose a personal
message, which is sensed naturally in a positive light. Marketplace awareness, the best way to
find the needs, wants and requirements of customers instead of directly communicating with
them is marketing awareness. This benefit is considered as the most precious asset of social
media. By observing the activities on companies profile, the organisation can see customers
interest and opinions that the organisation might not know otherwise if they didn’t have a social
media presence. As a complementary research tool, social media can help to get information and
a better understanding about the organisation. Once the business get a large following, they can
then use additional instruments to examine other demographics of their customers.
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2.4 The major challenges of social media marketing faced by Procter and Gamble
According to the view of GalbRaith (2014), Social Media marketing is the creature to
gain popularity and spread awareness about a product. It is the easiest way to reduce the
complexities and coat the way for the instant discovery of the product in all communities. This is
truly said that social media has become the essential part of everyone’s lives. Students to job
seekers and entrepreneurs, everybody makes use of online social media networks for their
various purposes. The lives of peoples have become incalculably easier with the growth of social
media sites. Though, it is really helpful for the emerging businesses and start ups to count on
social med9ia marketing. Now let's look to the major challenges of social media marketing
which are faced by Procter and Gamble. Preserving brand reputation, everyday thousands of
competitors brands are giving tough competition to P&G in conveying the message of their
brand Gillette to the wide audience. Frequent changes in rule of online social media sites lead to
the chaos. In actuality, maintaining a brand reputation has become a major challenge. It is not in
the hands of Chief Marketing Officer (CMO) of P&G to maintain the reputation of the brand
Gillette, it is the responsibility of everybody inside P&G to take the reputation of the brand as
their own as handling a brand reputation is one of the biggest constraints which every company
has to put up with. Consistency and Story telling, most of the companies like P&G forget to
storify the problems of the customers and spend most of the time in promoting their product. So,
while making brand strategy, P&G should make sure that the content is in the relevant, audience-
focused and in valuable state. It's better to keep the client's demand in mind while creating the
content. This should be highlighting values and personality of the brand and must be
encouraging conversation. Here, Netflix is the great example because this is a brand which is
ultra-successful on social media. This gain on social media channels to converse with customers
and mass.
Confusion Between Local and Global Strategy, One of the biggest problem for
companies which are proving business over social media market, is confusions between local and
global strategies. Companies that this level are always very much confused between selection of
strategies. Here they are not able to decide that which strategies they have to choose, the global
one or local one. This is all because many companies in world is happy by adopting the global
strategy of marketing. While on other hand many companies in world are still working with local
strategies, which are very effective to attract local market. Procter and Gamble uses global
14

strategies for social media marketing, where they can attract customers from all over the world.
Along with this they use some local strategies also to attract local customers of small market so
that they can get attract towards their products. In global they use online advertisements,
seminars and online contest which is use to attract customers globally. But for local customers
they use strategies like surveys for attracting customers for their products and services. Falling
in resolving customer's issues, In this companies use to focus on promoting their products so
that their sale and productivity can get increased. In such cases they forgot to solve the problems
which are faced by their customers. Solving problem is a part of strategies which are designed
for social media marketing. But some time solving problem can be very difficult for big
organisations like Procter and Gamble. They are one of the leading company of world and do
have much time and spare resources, which they can use to answer the queries which comes on
social sites. For example, if they use to answer any tweet of a customer, then it will become
compulsory for them to answer all of the tweets made by that customer. To solve this they can
done think, they can make a separate department for replying these types of comments.
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CHAPTER 3- RESEARCH METHODOLOGY
Research is a systematic investigation of sources and materials in order to establish new
conclusions and outcomes. Research methodology is theoretical analysis to gather data and
information. This include research techniques, surveys and publication research. This part of
research methodology is done to provide appropriate guidance to researcher in order to complete
their research work in most effective way. With help of this part a researcher can able to identify
and examine a manner in which research can be completed. Researcher can take advantage form
various techniques and methods to draw appropriate and valid outcomes. Therefore, it is
necessary for an researcher to decide effective methods and techniques to conduct their research
in most efficient manner. It can be seen that, various methodologies and models are been
developed with the help of which researcher can find most suitable method in order to conduct
their research. Researcher can easily decide most appropriate method for them by examining
their nature of research. Suitable method for, present study is mentioned through the part along
it. With this section a researcher can easily able to create various understanding of different
techniques and methods. In addition to this, that method which can be prove as most appropriate
for this research are effectively decided. Therefore, it can be said that research methodology is
very important as it set guidelines which is helpful for a researcher to complete their study in
effective manner. Methodologies that are applicable in present case scenario are being mentioned
below in detailed manner.
3.1 Research design
Research design is conceptual structure in which a research is conducted in proper way
for overall research that includes questions and problems related to research. In this emphases
has been made on various ways with the help of which research is going to be conducted.
Research work are mainly based on different types of designs such as descriptive, experimental
and exploratory. Descriptive design mainly emphasized upon research done with the help of
explanatory descriptions and detailed facts and figures. While, exploratory research is mainly
focused on finding various new concepts and models. Lastly, in experimental design different
types of scientific and mathematical analyses has been involved in order to develop certain
theory. Present case scenario, evaluate detailed analyses of impact of social media marketing on
customer buying behaviour. Present study, are mainly based on descriptive design as it focus on
17

comprehensive impact of social media marketing on buying behaviour of customer. Relatively
with the help of descriptive design a researcher is able to effectively deliver detailed analyses of
different types of aspects that are related to study field.
3.2 Research approach
Research approach is researcher perception that they have adopted while conducting
research. This approach is mainly divided into two different categories that are, data collection
and data analysis or reasoning. Data can be collected by focusing on a particular concept,
bringing personal values in study and integrates various forms of data at different stages. There
are numerous approaches with the help of which a research work can be supported such as
deductive and inductive approach. Different types of new theories are developed and analysed
through the creation of hypothesis in the case of deductive approach. Furthermore, results are
being confirmed through various observations and existing figures and facts. While, inductive
approach is mainly focused on observing and examining existing figures and facts. On this basis
of that observation a particular pattern is developed. This will aid in developing particular
existing theory with the creation of conjectural hypothesis. Present study is in nature of
qualitative manner that mainly focus on evaluating impact of social media marketing on
customer behaviour. Therefore, with this it can be said that present study is planted on inductive
approach. With help of this, impact of social media marketing on consumer behaviour can be
effectively judged. Researcher is going to roll and evaluate results and outcomes that are
necessarily valid and reliable.
3.3 Research philosophy
Research philosophy generally deals with various sources and nature of knowledge. This
philosophy mainly determines a pattern which is being followed by researcher in order to
conduct research. It is necessary for a researcher to elect most appropriate and suitable form of
philosophy to support study that is taken into consideration. There are two types of philosophies
that includes, interpretivism and positivism. In the section of interpretivism philosophy, a
researcher can adopt qualitative method in order to gather different data and execute detailed
analyses. While, positivism philosophy are mainly appropriate and suitable for those reaches in
which scientific and mathematical tool are taken into consideration in order to analyse
informations. Present study are emphasised on qualitative manner, which include impact of
social media marketing on customer buying behaviour. Therefore, it is stated that present
18

research is established on interpretivism philosophy. With help of this, a researcher can
effectively able to conduct their analyses in appropriate manner. Therefore, it is clear that most
suitable and appropriate manner to conduct present research is interpretivism philosophy.
3.4 Data collection method
It is one of the most important element of research work. This is basic and essential
aspect of any kind of research study. As, inaccurate and ineffective data or information can lead
to disastrous impacts on the result and outcome of study. In data collection process there is
gathering of related information from various sources to get effective answers of issues and
problems and related to research. Researcher by testing hypothesis can effectively evaluate
outcomes. Data collection method are mainly divided in two different categories: primary data
collection method and secondary data collection method. In primary mode of data collection
method information is collected for very first time. It is also known as “own” research. While, in
secondary form of data collection method information are gathered from already published
sources such as newspapers, magazines, online portals and books. Main benefit of secondary
research is that it is authenticated, reliable and credential. In this present research, information
from both secondary and primary are taken which will benefit in securing reliability and
authenticity of research. With help of both of these methods researcher can easily able to conduct
in-depth evaluation and ensure valid and reliable outcomes. By the accumulation of data and
informations from primary and secondary research method a researcher can effectively conduct
their researcher and make sure that result is valid. In Present case study, while taking advantage
of secondary method in informations have been gathered from, accumulation of newspapers,
articles, journals and other related published materials. On the other hand, while taking
utilization of secondary method a sample of 30 employee are going to select. In addition to this,
with the help of distributing questionnaire feedbacks are going to take from that sum of sample
employees. Therefore, primary and secondary data and information are going to gather and
evaluate to support present study that will ensure appropriate reliability and validity.
3.5 Sampling method
Sampling is mainly defined as statistical process in which selection of some few
representatives from large population is done. These are generally based on specific kind of
characteristics from total number of population. Sampling can be divided into two elements such
as random sampling and non-random sampling. In random sampling sample is mainly selected in
19

random form in order to apply law of probability. This can be done in various form such as
simple random sampling, systematic sampling and multi-stage sampling. While in non random
sampling, selection is being done on the basis of judgement and convenience. This can be done
in various method such as, quota sampling, convenience sampling, judgement sampling and
snowball sampling. A researcher can take advantage of any of these probabilistic and non-
probabilist sampling technique. Probabilist sampling technique mainly include a form of
sampling that are related to simple random form. In this method there is probability in equal
proportion for every single observation. While, in non-probabilistic method, convenience and
purposive techniques are taken into consideration. In present research scenario, random
sampling technique are being used by researcher to conduct research in most effective manner.
In this, simple random sampling method are taken into consideration. Researcher is tend to take
sample from 25 employees which is going to deliver effective and valuable outcome that are
mainly related to field of study. This will going to provide benefit in taking informations that are
effectively valid and most reliable in form of nature.
3.6 Ethical issues
Ethical consideration are most important and essential element in order to conduct
research in appropriate and efficient manner. Ethics ensure appropriate reliability of work as it
states that no individual and third party is being harmed in any manner whether it is personal or
mental to complete the work of research. Firstly, it is necessary for an researcher to have proper
care and ensure of all those parties that are involved in research work. It is basic responsibility of
researcher to keep and make sure that certain data and information are kept in confidential in
nature. Moreover, it is required for a researcher to take care of that no personal and confidential
information questions are being asked to respondents. While in the process of conducting
research, it is essential for an researcher to make sure that work is being conducted in as per the
accordance of research objectives. And all objectives are achieved in the process of conducting
research. In addition to this, it is the responsibility of researcher to ensure that any kind of
personal interest related to any party are not affected. It is basic role of a researcher to gather and
accumulate all related and needed data and informations from authenticated and reliable sources.
Therefore, researcher is wholly responsible to carry out their work as per according to guidelines
and principles. It can be said that, it is important and essential for an researcher to have abide all
ethical rules and norms in order to conduct research work.
20

3.7 Validity and reliability
Reliability ensure consistency. It is a measure that implies stability of research and it's
findings. There are mainly three types of consistency that includes, over time which is required
to check test-retest reliability, across items which measure internal consistency and across
different researchers which check inter- rater reliability. Test- retest reliability is done by
researcher when they want to be consistent. While, in internal consistency responses of
individuals in relation to items and measures have been taken. It is important for a researcher to
develop valid and effectively reliable outcomes. Therefore, reliability and validity are considered
as the two most important elements in order to conduct research. It will provide benefit in
satisfying criterion of validity. Hence, it is essential for a researcher to gather data and
information from only authenticated sources. Research is only said to be reliable if similar form
of results and outcomes are received. While, reliability of research is received when it is derived
under various circumstances. In present case research, researcher ensured that all those
informations are taken and extracted form valid and authenticated sources. In addition to this, it
is the responsibility of researcher to make sure that their work satisfies all required criteria and
reliability. Therefore, it can be said that present study showed proves of validity and reliability in
it's nature.
3.8 Data analysis
It is a systematic process of evaluating effective data by taking utilization of logical and
analytical reasoning in order to evaluate that each and every component of that data is provide
din efficient way. In this process, information and data are collected and gathered by reviewing
some basic sort of finding. There are different kinds of data analysis method that includes, data
mining, businesses intelligence, text analytics and data visualizations. It will result in increasing
productivity. It is an in-depth evaluation which is important to conduct research in successful
way. To conduct research, a researcher can take advantage of both qualitative and quantitative
manner. As with the help of these suitable measure a researcher can draw reliable and valid
outcome. In this present research analysis, data are going to collect with the adaption of thematic
analysis. This technique is mainly focus on creating themes in order to analyse and segregate
data and information in effective manner. Segregation of related data can be done into various
themes which will aid in conducting detailed analysis from wide range of information.
Therefore, it can be said that examination of suitable information by taking use of thematic
21

analysis with this it will help in generating reliable and valid results. Segregation of suitable
information in various form can benefit in delivering valuable outcomes. Therefore, researcher
has decided to use qualitative method while conducting research that is taken into consideration.
3.9 Accessibility issues
Accessibility issues are mainly related to accessibility of appropriate and relevant
information and sources that are required to conduct research in most effective and efficient
manner. Researcher faced many issues and problems related to availability of relevant
information and data. Moreover, different type of restriction on respondents in order to provide
various information also raise problems and issues for researcher. It is necessary for researcher to
invest sufficient sum of money and proper time in order to solve all those problems that are
related to accessibility issues. It is important for an researcher to invest adequate amount of time
and suitable and effective sum of funds to resolve problems within business unit. Researcher is
needed to put effective money and sufficient amount of time in order to conduct their research in
most appropriate and effective manner. In present research study, researcher have ensured that
that investments related to time and money is adequate and appropriate and utilization of
resources has been effectively done. In addition to this researcher, has ensured that extraction of
relevant information, data and resources has been effectively evaluated. This will provide benefit
in conducting research in most appropriate manner. In addition to this, this will also ensure
validation and relevance of research report.
3.10 Research strategy
Research strategy is a step by step process of action that provide appropriate direction in
research which will aid in conducting research systematically and effectively. There are mainly
seven type of research strategy that includes, grounded theory, case studies, experiments,
surveys, action research, ethnography and archival research. Experiment research method is done
to conduct tests for different assumptions or hypothesis. This method is scientific approach in
research in which a researcher generally manipulates more than one variables and control any
kind of related changes in it. While survey is a systematic technique of research that is mainly
used in order to evaluate opinions of specified population. This method is mainly use to collect
data in which data and information is collected and gathered from oral, written and questionnaire
form. Lastly, in case study it is a factual description of various events that happened in reality in
22

past. It is a systematic inquiry that will benefit researcher to evaluate their findings with past
events. Case study is mainly a study that is conducted in relation to issue that happened in past.
23

CHAPTER 4: DATA ANALYSIS
This is a one of the crucial process of entire research so in this step researcher has more
focus to complete the task in an effective ways. It is through an in-depth evaluation of relevant
information that the researcher is able to draw valid conclusion. The researcher is going to
achieve overall research objectives through effective analysis by adopting appropriate research
techniques. The researcher has conducted analysis of relevant information through this section.
In this, information should be collected and analysed them in order to draw valid outcome in an
appropriate ways. In this section, they gather data according to project needs and wants which
help to carry out whole project in right direction to gain positive outcome. Moreover, thematic
analysis has been adopted on part of researcher so as to conduct analysis. It is through creation of
various themes that the researcher is able to conduct analysis to support the research work. The
themes created helps in segregating the financial information accumulated. This in turn helps in
organizing the large amount of information accumulated. If investigator can not interpreted data
in accurate manner then it use will be zero, so that this is the responsibility of a scientist to used
this data in a accurate manner to draw positive outcomes for long period of time. It is through an
in-depth evaluation of the relevant information that the researcher is able to achieve the pre-
defined objectives. The section helps in creating a platform for generation of outcomes for the
field of study. In present case the impact of social media marketing on customer buying decision
has been studied on potential customers and employees within the organization.
The study is conducted for Procter and Gamble, which is one of the leading American
multi-national consumer goods corporation company, headquartered in down town Cincinnati,
Ohio, and founded in 1837 by British American William Procter and Irish American James
Gamble. The primary information is present case, accumulated by way of distribution of
questionnaires to sample of potential employees and customers. The sample of 30 customers or
potential employees has been selected for the purpose of conducting research into consideration.
The information accumulated by way of distribution of questionnaire is analysed through
thematic analysis. The overall information is segregated into different parts as per the research
objectives. Thereafter, suitable themes are created as per accumulated information. In order to
summarize information, assistance of graphical presentation is taken into consideration. The
thematic analysis helps in conducting evaluation of relevant information in an appropriate
manner. It provides an in-depth overview of all aspects related to field of study. The section
24

henceforth helps in conducting analysis from various perspectives and generating valuable
outcomes.
There are two type of data sources primary and secondary both has their own positive as
well as negative site.
Primary data sources: Researcher get data from first hand sources in order to gain effective
result. Some important information sources are observation, focus group interview, debate,
survey and many more. It consume time, money, resources, efforts etc. but provide reliable and
accurate information to company. Through this, they are receive positive result in an
appropriately which help to know future trend of projected topic.
Secondary data sources: Investigators has used information that has already available at market
place. Some important data sources of secondary method are books, newspaper, magazine,
journals, internet, social media site and many more. Research has choose one as well as multiple
sources of information according to their needs. It save time, fund, efforts of employees and
provide outcome very fast as compare to primary data collection method. But reliability and
accuracy of data is very low in this case.
So, several method has used by investigators in order to analyse information in corrective
and appropriate ways it covers both kind of sources primary as well as secondary. In this given
investigation project report choose primary data sources with qualitative analysis to draw
effective outcomes in limited period of time.
4.1 Data Interpretation on the basis of primary research
Under this part, a questionnaire has been made by research team of P&G to take feedback
of respondents on impact of social media for its business. For this purpose, 30 respondents have
been chosen to analyse their view point, in following manner:-
Q1 Are you aware with the concept of social media marketing? Frequency
a) Yes 25
b) No 5
Q2 What is the importance of social media marketing? Frequency
a) Improved brand awareness 6
b) Cost Effective 8
25

c) Engaged With customers 12
d) Improved brand Loyalty 4
Q3 Does social media marketing help in promotions of products and service? Frequency
a) Yes 22
b) No 8
Q4 According to you does social media marketing affect decision making of
customer?
Frequency
a) Yes 25
b) No 5
Q5 What are the major types of social media marketing used by P & G? Frequency
a) Social networking 10
b) Customer review networking 12
c) Discussion Forums 8
Q6 Does implementing social media marketing help in growth and development
of firms?
Frequency
a) Yes 25
b) No 5
Q7 What are the major challenges of social media marketing faced by P & G? Frequency
a) Preserving brand reputation 8
b) Consistency and Story telling 7
c) Confusion Between Local and Global Strategy 8
d) Falling in resolving customer's issues 7
Q8 Does implementing social media marketing help in increasing efficiencies of Frequency
26

business operations?
a) Agree 28
b) Disagree 2
Q9 Does social media marketing create challenges for P&G? Frequency
a) Yes 20
b) No 10
Q10 Does people survive without social media applications? Frequency
a) Yes 24
b) No 6
Q11 Does social media is a way to give customers a voice? Frequency
a) Yes 23
b) No 7
Q12 Which social media channel people access the most by general public? Frequency
a) Facebook 12
b) Instagram 10
c) WhatsApp 8
Q13 For what purpose, people used social media mostly? Frequency
a) Writing blogs 5
b) Viewing online advertisement 6
c) Interaction with friends and families 7
d) Seeking opinion of product and services 5
e) Other 7
Q14 What is main reason behind using social media by organisations? Frequency
a) To promote business 10
27

b) To reach targeted customers 10
c) To provide information about discounts and offers to customers 10
Q15 What strategies P&G can adopt for improving their social media marketing? Frequency
a) Increased brand awareness 10
b) Higher quality of sales 12
c) Create a loyal customer base 8
Q16. Factor on which P&G need to concern more while using social media
marketing techniques ?
Frequency
a) Regular Update of information 10
b) Enhanced effectiveness 15
c) Higher opinions of experts 5
Q17 Are you regular reader of blogs on the internet? Frequency
a) Yes 25
b) No 5
Q18 What are the changes social media has brought to customers in different
stages of their decision making?
Frequency
a) Regular Update of information 10
b) Enhanced effectiveness 15
c) Higher opinions of experts 5
Q19 Give some recommendation to P&G by which it can improve its marketing strategies and
adopt concept of social media for promoting business more efficiently…
28

29

Theme 1: Concept of social media marketing.
Q1: Are you aware with the concept of
social media marketing?
Frequency
a) Yes 25
b) No 5
Total 30
Interpretation: Social media marketing refers to the utilisation of platforms of social
media and websites in order to market products and services. With the help of social media a
product can be promoted effectively. As there are many internet users in this modern era,
people are more connected to social media and websites. It a wider concept and helps business
operations to be recognised in different countries. Through social media marketing, a business
can increase its sales and get a brand image in different countries of the world. This is treated as
one of the efficient method for doing promotion. As per the above mentioned graph, from 30
respondents, 25 respondents are aware from the concept of social media marketing as they are
working in large companies where they need to do social media advertising for promoting their
products and services. Through this firms are raising their profits as well as productivity.
Whereas, the left over 5 respondents, from 30 neglected to this statement that they are not aware
about the concept of social media as they are working is small scale firms where they do not do
advertisements on social media or websites.
Yes No
0
5
10
15
20
25
25
5

Theme 2: Importance of social media marketing
Q2: Importance of social media marketing for P&G. Frequency
a) Improved brand awareness 6
b) Cost effective 8
c) Engaged with customers 12
d) Improved brand loyalty 4
Total 30
Interpretation: Social media marketing is a quite vast concept which refers to a process
of marketing that involves the use of social media platforms. An example of this is promoting
brands over Facebook and Whatsapp. By the use of social media people from all over the world
are able to communicate with each other and share their thoughts and ideas. Social media has
both advantages as well as disadvantages. As per this report, researcher surveyed a sample size
of 30 individuals for assessing the importance of social media marketing for P&G. Some major
advantages of social media marketing for P&G are improved brand awareness, cost
effectiveness, engagement with customers and increasing brand loyalty. As per this survey it has
found out that 6 people believe improved brand awareness to be the most important factor of
social media marketing whereas 8 individuals feel second factor i.e. cost effectiveness to be
important. Furthermore, 12 people agreed about engaging with customers to be more important
factor in case of P&G and lastly the fourth factor (enhancement of brand loyalty) was supported
2
Improved brand awareness
Cost effective
Engaged with customers
Improved brand loyalty
0
2
4
6
8
10
12
6
8
12
4

by 4 people out of 30. All these factors are equally important and can be achieved only if P&G
uses social media platforms.
Theme 3: Social media marketing in promotions of products and services.
Q3: Does social media marketing helps in promotions of products
and services.
Frequency
a) Yes 22
b) No 8
Total 30
Interpretation: Social media marketing is an essential concept that helps in marketing and
promotion of goods and services at both national as well as international platforms. This type of
marketing discipline is an advantage as it provides ample of space to both consumers and
business entities for maintaining effectiveness while building relationships. Social media is fastly
developing platform that helps in growth and development of a business concern . As per this
report, it has been noticed that a sample size of 30 individuals was taken by the researcher. As
per the survey, it has been analysed that 22 out of 30 individuals agree that social media
3
Yes No
0
5
10
15
20
25 22
8
Column B

marketing helps in in promotion of products and services in context of P&G. On the other hand,
8 individuals deny the fact that social media marketing is helpful in promoting goods and
services at global platform thereby leading to growth and development of P&G.
4

Theme 4: Social media marketing affect decision making of customer
Q4: According to you does social media
marketing affect decision making of
customer?
Frequency
a) Yes 25
b) No 5
Total 30
Interpretation: Social media marketing helps marketers a new technique to do
communication with their customers and to combine them in brand by creative methods. People
make use of social media websites to share their thoughts, ideas and opinions. This can be
adopted by marketers to do promotion of their products and services. As this environment is easy
to reach to customers and very easy for application as well. When company does a promotion on
social media it attracts many customers as people view it on internet and get influenced. On
social media sites customer gets details of the products and services which they are looking for.
As per the above mentioned bar graph from 30 respondents, 25 has said yes to the statement that
social media has influenced the decision making of the customers as they view products online
Yes No
0
5
10
15
20
25
Column C

and get attracted towards them if they find it interesting. On the other hand, 5 out of 30 said no
this statement as they think customer will buy the product according their willingness and not
how it has been displayed on social media sites.
6

Theme 5: There are various types of social media marketing available
Q5 What are the major types of social
media marketing used by P & G?
Frequency
a) Social networking 10
b) Customer review networking 12
c) Discussion Forums 8
Total 30
7

Interpretation: There are different types of social media marketing sites that can be used by a
company to increase its market effect effectiveness. This will help them to enhance their
consumer base and productivity. From the perception of above mentioned graph it has been
analysed that, various types of social media marketing sites that have been used by Procter and
Gamble includes social networking 10 out of 30. This will help company to display their
products to large amount of consumer in different location. Customer review networking 12 out
of 30. This will help company to take review from customers about their products and
discussions forums which will benefit company to discuss about their products and services and
do necessary modification and changes according to consumer perceptions.
8

Theme 6: Implementing social media marketing help in growth and development of firms.
Q6: Does implementing social media
marketing help in growth and development
of firms?
Frequency
a) Yes 25
b) No 5
Total 30
Interpretation: Social media is the way by which people interacts with other and get to
know about companies. With the help of social media different people can do shopping and gt to
know about the products from their place. It also provides a wide range of products to choose
from for the customers. By doing promotion on social media a company can attract a lot of
customers as they are many internet users in the world. Social media influences a lot of people to
get attracted towards companies products and services. This also helps company to increase their
sales and productivity, which eventually lead to growth and development of the company. As per
the above mentioned bar graph from 30 respondents, 25 thinks that yes social media marketing is
Yes No
0
5
10
15
20
25
Column C

helpful in growth and development of a firm P & G, because according to the modern era there
many people who uses internet either on mobile phones, pc, etc. Internet users surfs more on net
and can get attracted to promotion done on social media as they will get all the details of
products on sites. While, remaining 5 out of 30 neglected and said no to this statement as they
are not internet users.
Theme 7: Challenges given by social media marketing
Q7 What are the major challenges of social
media marketing faced by P & G?
Frequency
a) Preserving brand reputation 8
b) Consistency and Story telling 7
c) Confusion Between Local and Global
Strategy
8
d) Falling in resolving customer's issues 7
Total 30
2

Interpretation: There are different types of challenges that can be faced by a company while
taking advantage of social media marketing to increase their promotion performance related to
product and services. These challenges result in hampering performance of company while doing
their promotion on social media sites which decrease consumer base for company. There are
various challenges that have been faced by Procter and Gamble while taking advantage of social
media marketing. These challenges include preserving brand reputation in this 8 out of 30
respondents are in favour of this challenges. While, 7 out of 30 respondents said that consistency
and storytelling is a major challenge which has been faced by company. On the other hand, 8 out
of 30 respondents said that confusion between local and global strategy is a challenge that results
in decrease in promotion level of company while promoting their products on social media.
Lastly, 7 out of 30 respondents said that falling in resolving consumer’s issues is one of the
major challenges that company faced. As it will not only decrease consumer base for company
but also results in creating negative image of P&G products in the mind of customers.

Theme 8: Social media marketing enhances efficiencies of business operations
Q8 Does implementing social media
marketing help in increasing efficiencies of
business operations?
Frequency
a) Agree 28
b) Disagree 2
Total 30
Interpretation: As in today digital revolving technology, social media marketing plays an
effective role in enhancing efficiencies of business operations. It will not only help company to
display their products non large platform but also benefit them to attract attention of customers
from many different locations. As per the above mentioned graph. 28 out of 30 respondents are
in the favour of the fact that implementing social media marketing helps in increasing
efficiencies of business operations. By taking advantage of social media marketing Procter and
Gamble can increase their number of loyal consumer by proving them every detail of their
product and services. While, 2 out of 30 respondents are not in the favour of this fact that with
the help of social media marketing a company can increase their efficiencies in business
operations.
Theme 9: Social media marketing creates challenges
2

Q9 Does social media marketing create
challenges for P&G?
Frequency
a) Yes 20
b) No 10
Total 30
Interpretation: Social media marketing provides various benefits to company to increase their
productivity and profitability. It will help them to attract attention of large customer base form
different locations. But apart from that social media marketing creates major challenges for
company which results in hampering their performance level on social media platform for
generate more consumer base. As per the above mentioned graph, 20 out of 30 respondents are in
the favour of the fact that social media marketing create challenges for P&G as there are lot of
companies who are also doing their promotion on social media by using attractive strategies to
attract consumer attention towards them. So it is necessary for P&G to use various strategies and
provide various benefit related to products and services to consumers as to gain their attention.
While, on the other hand 10 out of 30 respondents did not believe that social media create any
kind of challenge to P&G.
Theme 10: Social media applications are become necessities for people
Q10 Does people survive without social
media application?
Frequency
3

a) Yes 24
b) No 6
Total 30
Interpretation: In today’s digital world technology is taking an important part in every
individual life. As social media provide every inch of benefit to them for example they can take
review for products and services easily. As per the above mentioned graph, it has been analysed
that 24 out of 30 respondents are in the favour of this fact that people can survive without social
media application as they think that products and services displayed on sites are not real. While,
on the other hand, 6 out 30 respondents find it difficult to survive without social media
application as they think that it is easy to get review of any products and services easily and but
that same to satisfy their need and wants.
Theme 11: Social media provides a way to people to give their reviews
Q11 Is social media a way to give customers a
voice?
Frequency
a) Yes 23
b) No 7
Total 30
4

Interpretation: Social media help people to share their real views and perceptions and advice
other individuals in relation to buy any product or take use of any kind of services. As from the
perception of above mentioned graph it has been evaluated that 23 out of 30 respondents are in
the favour of fact that social media really do provide a way through which customer can share
their thought and view regarding to product and services. As in social media platform individual
can share that view of products which they buy from any company and advise for that same so
other person can judge the effectiveness of product which they are going to buy. While, on the
other hand, 7 out of 30 respondents are not in the favour of this fact that social media give
customer a voice as they think that company can only share positive view related to their
products and services on their sites as to distract them.
Theme 12: Social media give access to people
Q12 Which social media channel people
access the most by general public?
Frequency
a) Facebook 12
b) Instagram 10
c) WhatsApp 8
Total 30
5

Interpretation: There are different types of channels in social media which provide benefit to
people in many different ways. As from the above mentioned graph, it has been evaluated that 12
out of 30 respondents believes that face book is the mostly accessed social media channel by
people. According to a report, there are more than 1.74 billion face book users around the globe
which make them first social media site to have that much amount of active user. While, 10 out
of 30 respondents believes that Instagram is the most accessed social media sites which provide
various types of benefits. On the other hand, 8 out of 30 respondents believes that WhatsApp is
the commonly accessed site as it provide them benefits to share information and reviews.
6

Theme 13. purpose people access social media most
Q13: For what purpose people use social media mostly? Frequency
a) Writing blogs 5
b) Viewing online advertisement 6
c) Interaction with friends and families 7
d) Seeking opinion of product and services 5
e) Other 7
Total 30
7

Interpretation : The researcher asked the respondents that for what purpose they access
social media most. So, from the above table it could be interpreted that majority of the consumer
believes that viewing online advertisement (5), seeking opinion of product and services (6),
Interaction with friends and families (7), and Other (7) are the purpose for accessing social media
sites. This analysis indicates that consumer has been undergoing online advertisement using
social media marketing and this states that business must carry out appropriate advertisement
using such media channels. Research even showed that consumers have been seeking the social
media channels, so that they are able to get an appropriate opinion in relation to product and
services.
Q14 What is main reason behind using
social media by organisations?
Frequency
a) To promote business 10
b) To reach targeted customers 10
c) To provide information about discounts
and offers to customers
10
Total 30
8
0
1
2
3
4
5
6
7
5
6
7
5
7
Series1

Interpretation: It has interpreted from this graph that out of 30 respondents 10 are companies
like P&G use social media marketing techniques to reach targeted customers. As it provides
them platform to make interaction with potential audience and influence towards their products.
While 10 respondents are stated that it will help in promoting business and other 10 to give
information to customers about current discounts.
Theme 15: Strategies to improve social media marketing
Q15 What strategies P&G can adopt for
improving their social media marketing?
Frequency
a) Increased brand awareness 10
b) Higher quality of sales 12
c) Create a loyal customer base 8
Total 30
9

Interpretation: In order to improve social media marketing strategies, P&G need to concern on
various aspects. It includes building brand awareness, quality of sales, create a loyal customer
base etc. As per opinion of 10 respondents out of 30, as shown in above graph, it has interpreted
that this company needs to adopt concept of brand awareness. While 12 users states that by
increasing quality of products and services, it can enhance sales performance. In addition to this,
rest of 8 respondents give suggestion to adopt creation of loyal customer base.
Theme 16. regular reader of blogs on the Internet
Q16: Are you regular reader of blogs on the
Internet?
Frequency
Yes 25
No 5
Total 30
10

Interpretation : The researcher asked the respondents that are they regular reader of
blogs on the internet. In this respect majority of the consumer indicated and from the above
table , it could be interpreted that yes (25)peoples are regular reader of blogs through the internet
channel and other with No are 5 respondents which are not as much regular to blogs on the
internet. This shows that consumer has been accessing to different blogs posted on the internet
by various organizations and undertaking such an aspect of blog of organisation which is helpful
in attracting larger number of consumer.
Theme 17: Factors need to concern to use social marketing media strategies
Q17. Factor on which P&G need to concern
more while using social media marketing
techniques ?
Frequency
11
Yes No
0
5
10
15
20
25
25
5
Column B

a) Regular Update of
information
10
b) Enhanced effectiveness 15
c) Higher opinions of experts 5
Total 30
Interpretation : Another question that has been asked by researcher to respondent was in
relation to strategies that Procter and Gamble can adopt for improving their social media
marketing. In this respect most of the consumer stated that there is a need for enhancing
effectiveness of marketing (15) and regular updation of information (10) by Procter and Gamble,
and left (5) are for higher opinions of experts, so that they are able to improve their social media
marketing. This analysis indicates that Procter and Gamble need to lay down improvement in
their overall social media marketing by enhancing its effectiveness and by regular updation of
information in relation their products and services.
Theme18: Factors which impact on decision making of customers
Q18 What are the changes social media has Frequency
12
10
15
5
Regular Update of information
Enhanced effectiveness
Higher opinions of experts

brought to customers in different stages of
their decision making?
a) Regular Update of information 10
b) Enhanced effectiveness 15
c) Higher opinions of experts 5
Total 30
Interpretation: There are various factors arise within business that create changes in purchasing
power of customers. It includes regular update of information, effectiveness of business, opinion
of experts and more. It has interpreted from this given graph that 10 out of 30 respondents
thought that information about business related to quality and price of products, affect majorly
on decision making of customers. While 15 users think that effectiveness and brand image of a
company affects the same. Other than this, remaining 5 are in favour with opinion of experts.
4.2 Data Interpretation on the basis of secondary research
Under this part of data analysis, critical evaluation of data has been done which gathered in
literature review section. Therefore, on the basis of articles, effectiveness of social media for
P&G can be analysed as:
Concept of social media marketing
From the point of view of, it has been evaluated that today social media has become a
vast topic at marketplace. This technology has brought various opportunities and challenges for
13

organisations and their respective customers. It connects both of them with each other where
they can make deal to exchange goods and services on certain monetary amount. In context with,
P&G, in order to expand its business market, this company has to bring the concept of social
media marketing. This would help in promoting its business, increase brand awareness among
customers, enhance sales performance and profitability etc. Social media marketing provide
various channels through which present organisation can reach its targeted customers. It includes
Instagram, Facebook pages, You Tube and more, where organisations can make their website
and introduce business over there.
Importance of social media marketing
As per opinion and view point of it has evaluated that in order to make presence of
business, it is essential for organisation to understand the importance of social media marketing.
Through this concept, they can formulate effective strategies and goals to move their business in
international market. It also refers to an essential aspect of business market, which helps in
developing connection with targeted audience. Social media gives platforms to make interaction
with people, increase awareness about brand, boost leads and sales. In context with P&G, social
media marketing let this company to make its presence in global world. By adopting this
concept, it can boost its visibility among potential customers, let in reaching a wide audience by
reducing time and effort for the same. In addition to this, it is also free for organisation to create
a business profile on chosen social networks sites. Some other benefits this company can gains
by using social media strategies are- build awareness and show authenticity of brand, encourage
engagement with potential customers, grow affordably and make presence of business in vast
area of marketplace.
Impact of social media on customer buying decision
As per given literature review, it has analysed that today buying decisions of people are
mainly based on social media. It provides them platform to make interaction with companies,
obtain information about products or services, get review of customers who have consumed the
same and more. All these information influencing people to purchase products of a company that
fulfil their desires. In this regard, these people are also known as “social influencers”, as they use
social media platform for making decisions related to buying a product or not. By reading
reviews of other influencers’ posts each day, they make their minds to consume services. The
content available on internet either in negative or positive manner, impacts on purchasing
14

behaviour on potential customers adversely. Therefore, it is essential for P&G, to concern on
such aspects while implementing social media marketing strategies. Its managers should monitor
and track record of reviews of other customers on its websites and social available sites. They
must ensure that only positive information people will get after make connection with their
company. This would help in getting positive behaviour of potential customers towards business
and assist them to buy products or services. Through this process, respective company can
improve and enhance its sales performance more effectively.
Challenges of social media marketing faced by P&G
From different perception and theory of .., it has analysed that apart from various
benefits, social media marketing creates various challenges for a company also. It includes
preventing business information and unique strategies from competitors, maintain reputation
online presence on social media sites, influence customer towards products or services in
positive manner etc. Since today approximate all companies whether dealing at domestic or
international level, use online techniques for marketing their businesses. Therefore, to get
positive response of potential customers is considered as biggest challenge for organisations.
With respect to P&G, as this company offer its services in many countries so, it is essential for
its managers to identify major challenges which can arise due to implementation of social media
marketing. They should develop social media marketing strategy, measure social media return on
investment, turn employees into brand advocates, determine which platform will provide best
benefits to enhance customer base and more. All these processes help in overcoming from
challenges which has been arise due to usage of social media marketing.
15

CHAPTER 5: RECOMMENDATION AND CONCLUSION
5.1 Conclusion
From the conducted research, it has been concluded that social media is an excellent
platform for business enterprises to connect with consumer. By building healthy relationships
with clients, organisations can gain knowledge about the taste, preferences and demands of
people. This assists them to design and develop product, services and processes which possess
the capability of meeting the needs of consumers in today’s world. Also, by way of social media,
business entities can maintain cordial relations with large number of people at the same time.
This then acts as an opportunity for businesses to communicate the mission, vision and goal of
company to public so as to gain acceptance from them. It helps them in making sure that the
enterprise stays in market for long period of time. It has also been analysed that there are various
social media channels like Facebook, Twitter, Google+, Snapchat, Instagram etc. which can be
used by companies. All of these represent a marketing opportunity for large and small scale
enterprises to deliver effective and important information related to entity to customers. This acts
as a lucrative chance for business persons to transcend traditional practice of making use of
middle men for advertisement and marketing of products and services being rendered by
organisation in marketplace.
There was a time when businesses had less knowledge about social media and considered it
risky to opt it as a way to advertise and market its commodities. But as has been evaluated from
the research, social media marketing has now become the new and latest trend. This acts as a
strategic tool for companies to gain and capture attention of a large number of persons. Every
business enterprise in today’s modern world is using social media marketing to connect to
customers and gain an edge over their competitors. Besides this, this has been assessed that
social media marketing can be carried out by way of social networks, online communities, sites,
blog marketing and many other ways. This marketing technique has become the latest buzz in
area of marketing. In addition to this, social media marketing is also used by companies across
the globe to gain trust of individuals and enhance the goodwill of enterprise to ensure its
sustainability industry and market in long run. By using this technique, enterprises can reach to a
wide variety of audience in an effective manner without having to incur a large sum of mont
upon advertising fees. With increasing use of social networking along with business sites,
16

companies can optimally enhance the traffic for its website. This assists them in communicating
the ideology and mission of business to consumer without putting much effort. Social media
marketing also gives a boost to the Page Rank of company as a result of which there will
generation of improved and enhanced traffic from leading search engines. Also, it has been noted
that social media substantially complements other types of marketing strategies adopted by
enterprises like paid advertising campaigns. Business organisations can effectively build
credibility amongst customers by way of their participation in relevant corporate forums and
responding to various queries raised by people.
It has been examined that there are certain notions that guide and govern the use of social
media as a marketing tool by companies. These have to be complied with by entities so as to
make sure that they can function effectively without any hindrance. In case of violation of any of
these norms, business enterprises can be penalised or even shut down as a result of order of
court. Thus, it is necessary that organisations use social marketing in accordance with the laws
and legislations set by statute. Social Media Marketing makes use of tools like podcasts,
folksonomies, photo and news sharing, online videos, message boards and posts on social
networking sites to increase the reach of company and capture the attention of targeted audience.
Social media websites also contain personal information of users like their age, profession,
location, interest which can be strategically used by global companies to target a specific group
of persons for promotion and advertising Global companies have understood its importance and
utilise it along with innovation to give a boost to their advertising campaigns and overall position
in marketplace.
5.1 Recommendation
It has been recommended to managers of P&G, to formulate unique social media
marketing goal. This would help in analysing in what manner they have to persuade customers to
buy its products and services. For creating an effective cross-channel strategy, they should
conduct a proper research which involves an in-depth knowledge of benefits of each channel, in
order to reach targeted customers. This company also needs to give more attention towards
content, customer’s feedback and what information people will get, after accessing its websites.
In this regard, concerning on three main aspects that are Audience growth; Engagement;
Content development and optimization will help in getting positive response of
potential customers towards business. As after conducting this research on concept of social
17

media marketing, it has analysed that gathering data from online websites, learning more about
potential users and measuring brand reputation, all procedure require sifting through social data.
Therefore, all such information which is gathered, it is essential for managers of P&G must feed
into business. This would help in monitoring the social media activities and managing online
presence to minimize risk which may arise due to social media marketing.
In order to grab attention of potential customers, marketers of P&G also require to
provide timely information to them, about discounts and offers. By providing information about
attractive discounts, will attract customers to purchase its commodities. In addition to this, for
engaging people towards business, managers need to understand what they want actually. By
getting information related to preference, purchasing power, demands and needs, P&G can make
better connection with them. Apart from this, when building online presence, respective also
needs to turn employees into advocacy. For this purpose, effective training should be provided to
employees and marketing team. This would help in making them familiar with social media
marketing techniques. Through this process, they can give their contribution in building effective
online presence of P&G business. It also helps in maintaining sustainability and giving a tough
competition to respective rivalries.
18

19

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APPENDIX
Q1 Are you aware with the concept of social media marketing? Frequency
c) Yes 25
d) No 5
Q2 What is the importance of social media marketing? Frequency
e) Improved brand awareness 6
f) Cost Effective 8
g) Engaged With customers 12
h) Improved brand Loyalty 4
Q3 Does social media marketing help in promotions of products and service? Frequency
22

c) Yes 22
d) No 8
Q4 According to you does social media marketing affect decision making of
customer?
Frequency
c) Yes 25
d) No 5
Q5 What are the major types of social media marketing used by P & G? Frequency
d) Social networking 10
e) Customer review networking 12
f) Discussion Forums 8
Q6 Does implementing social media marketing help in growth and development
of firms?
Frequency
c) Yes 25
d) No 5
Q7 What are the major challenges of social media marketing faced by P & G? Frequency
e) Preserving brand reputation 8
f) Consistency and Story telling 7
g) Confusion Between Local and Global Strategy 8
h) Falling in resolving customer's issues 7
Q8 Does implementing social media marketing help in increasing efficiencies of
business operations?
Frequency
c) Agree 28
d) Disagree 2
23