[PDF] Impact of Social Media on Consumers Behaviour

Running head: RESEARCH PAPER
Research Topic: Impact of online media on the customer purchase decision
Name of the Student
Name of the University
Author’s Note

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Acknowledgement
By this research, I have experienced best possible learning of my life. By conducting this
research I have learnt various concepts, models and theories. I first thank to the almighty God.
After that I want to thank to my supervisor ______________ who is my friend, philosopher and
guide. I also thank my parents for being supportive and accommodative for completing this
research. I want to thank my friends for giving me the moral support while conducting this
research

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Abstract
This research study focuses on the impact of social media on the customer purchase behavior.
The research is based in the C&K Company. The aim of the research is to identify the
effectiveness of the online media in the consumer purchase decision. The research objectives and
questions are initialized in the first chapter. A basic overview of the C&K Company has been
provided in the first chapter. The problem statement describes about the low sales of the
company in the market.
The literature review chapter discusses about the basic concept of the social media and customer
buying behavior. Various factors of the buying behavior of the customers have been discussed in
the study. The Maslow’s Hierarchy of Needs has helped in describing the needs of the customers
in the market. The current literature have focused on the benefits if the social media and its
impact on purchasing behavior of the customer in the market.
The research has used a quantitative methodology. The research has selected positivism
philosophy with deductive approach. A descriptive research design have helped in focusing on
the objectives of the research. The data has been collected from the primary sources. An online
survey has been conducted with 100 online customers. There has been 10 close- ended questions
added in the survey questionnaires.
The data has been analyzed with the help of quantitative analysis method. The results and
outcomes are shown on the Likert Scale ranging from 1 to 5. The conclusion of the data analysis
and rest part of the study has been explained. The recommendation for the benefit of the
company in the market has been reviewed. New strategies for the development of the company

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in the market has been mentioned in the chapter. The objective linking has been highlighted in
this chapter. The future of work for the study has been provided in the last chapter.

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Table of Contents
Chapter 1: Introduction................................................................................................................7
1.0 Background.......................................................................................................................7
1.1 Background of the Company.................................................................................................8
1.2 Rationale................................................................................................................................9
1.3 Problem Statement...............................................................................................................12
1.4 Research Aims, Objectives and Questions..........................................................................12
1.5 Significance of the Study.....................................................................................................13
1.6 Research Structure...............................................................................................................14
1.7 Summary..............................................................................................................................16
Chapter 2: Literature Review.....................................................................................................17
2.0 Introduction.....................................................................................................................17
2.1 Concept of Social media......................................................................................................17
2.2 Types of Social media.........................................................................................................19
2.3 Concept of consumer buying decision.................................................................................21
2.4 Factors affecting consumer buying decision.......................................................................22
2.5 Decision-making process.....................................................................................................26
2.6 Types of buying decision behavior......................................................................................29
2.8 Various decision making model..........................................................................................31
2.9 The power of non-marketing sources..................................................................................34

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2.10 Impact of Online Social networks on consumer’s purchase decision...............................35
2.11 Summary............................................................................................................................40
Chapter 3: Research Methodology.............................................................................................41
3.1 Research Philosophy............................................................................................................41
3.2 Research Approach..............................................................................................................42
3.3 Research Design..................................................................................................................44
3.4 Data collection technique....................................................................................................46
3.5 Data collection instruments.................................................................................................47
3.6 Population of the Study.......................................................................................................47
3.7Sampling technique and Sample size...................................................................................48
3.8 Data analysis technique.......................................................................................................48
3.9 Research instruments Validity and Reliability Testing.......................................................49
3.10 Legal, social and moral contemplations............................................................................50
3.11 Gantt chart.........................................................................................................................51
3.14 Summary............................................................................................................................52
Chapter 4: Data Findings and Analysis.....................................................................................53
4.1 Quantitative Analysis...........................................................................................................53
Chapter 5: Conclusion and Recommendations.........................................................................66
5.1 Conclusion...........................................................................................................................66
5.2 Recommendations................................................................................................................67

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5.3 Objective Linking................................................................................................................69
5.4 Future work..........................................................................................................................70
References.....................................................................................................................................71

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List of Figures
Figure 1: Logo of Charles and Keith.............................................................................................11
Figure 2: Change in consumer purchasing behavior decision from 2013 to 2014........................12
Figure 3: Consumer Purchase decision framework.......................................................................13
Figure 4: Research Structure.........................................................................................................17
Figure 5: Components of social media..........................................................................................20
Figure 6: Brand personality framework plan................................................................................26
Figure 7: Maslow’s Hierarchy of Needs........................................................................................27
Figure 8: Consumer’s decision-making process............................................................................29
Figure 9: Four types of buying behavior.......................................................................................33
Figure 10: Decision making flow chart.........................................................................................36
Figure 11: Research Philosophy....................................................................................................43
Figure 12: Research Approach......................................................................................................45
Figure 13: Research Design...........................................................................................................47
Figure 14: Gantt chart....................................................................................................................54
Figure 4.1: Gender.........................................................................................................................56
Figure 4.2: Age..............................................................................................................................57
Figure 4.3: Accessing online sites.................................................................................................58
Figure 4.4: usage of social networking websites...........................................................................59
Figure 4.5: Challenges faced by the company due to the implementation of the social media.....60
Figure 4.6: Impact of the social media on the customer buying decision.....................................62
Figure 4.7: Opinion of customers on implementation of the social media in the company..........63
Figure 4.8: Opinion on increase in sales of company....................................................................64