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Research On Asda Ltd -Effects Of Social Media On Consumer Decision

Added on - 03 Feb 2020

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CONSUMER BEHAVIOUR- DOES SOCIAL MEDIA AFFECTCONSUMER CHOICESSTUDENT NAME:STUDENT ID:1
Table of ContentsIntroduction......................................................................................................................................3Task 1...............................................................................................................................................51.1 Formulating and recording the outline specification of research project..................................51.2 Influential factors contributed in the selection process of research project...............................51.3 Critical review on the impact of social media on consumer behaviour.....................................61.4 Research project proposal on the impact of social media on consumer choices.......................71.5 Plan and Procedure....................................................................................................................7Task 2...............................................................................................................................................82.1 A. Resources required for research............................................................................................8B. Relationship between resource research and research questions................................................82.2 Research investigation...............................................................................................................82.3 Recording and collecting data....................................................................................................9TASK 3..........................................................................................................................................113.1 Research Evaluation Methods..................................................................................................113.2 Analysis of Outcome................................................................................................................143.3 Recommendation and Justification..........................................................................................15Task 4.............................................................................................................................................164.1 Outcomes and recommendations.............................................................................................16Reference list.................................................................................................................................18Appendices.....................................................................................................................................19Appendix 1.....................................................................................................................................19Appendix 2.....................................................................................................................................202
IntroductionOver time the choices of customers have gone through remarkable changes. The growingsophistication of technology and the changes in lifestyles have influenced these choices. In thiscontext the role of social media in context of customer choice has created curiosity amongpeople. In regards to this, this study aims at conducting a research on this case and presenting theprocess that is essential for a credible research work.BackgroundIn order to analyse the research in a better way Asda Stores Ltd. has been taken as an example toidentify the case study of it. It is a British supermarket retailer founded in 1965(Mysupermarket.co.uk, 2017). In between 2003 to 2014, it has been considered as the secondlargest supermarket chain by market share which has integrated its marketing in social mediaplatform by engaging a huge number of customers(Mysupermarket.co.uk, 2017).Research rationaleThe rapid growth of using social media marketing in terms of affecting customer’s choices ofmaking decision while buying any product or services. In today’s world companies are usingsocial media platform to reach to its target market because in modern times people are moreengaged with online media than any other media. In order to drive sales Asda is using socialmedia podium to get closer to the customers(As stated by kardeset al.2014, p.23). Theshopping app of Asda helps the purchasers to manage their budgets which will eventually leaddown to lowest money categories(According to Boltonet al.2013, p.245).Research aim, objectives and main research questionThe aim of this research is to significantly study the effects of social media on consumer decisionmaking.Objectives:To crucially observe the influence of social media on the customers of AsdaTo recognise the outcomes of social media on decision making while purchasingTo assess the impact of customer’s decision making on the entire business of AsdaTo recommend few methods through which Asda can advance their strategies of socialmedia marketing.Main research questionWhat is the impact of social media on consumer choice?3
ScopeSocial media is having vital impact on the consumer behaviour. Different social sites provide aplatform to the business for enhancing the growth. The research work will help Asda Stores Ltdto focus on the consumer properly. The topic will be helpful to identify the approach of theconsumers to the social media. For increasing the competition in the market differentorganisations are upgrading their strategies.Marketing consultants have considered that thereason customers buy products is either to solve an issue which will accordingly erode way theloss or to increase enjoyment level for staying trendyTherefore a big presence of the companiesshould be on social media because majority of the population are dependent on social media formaking a purchasing decision.The research project is having great importance to expand theinfluence of social media on business development.Research methodologyBy analysing the influences of social media on customers, the researcher will observe this recentresearch by evaluating the impact of customer’s decision making on the overall business ofAsda. The beginner for the current research will gather both primary and secondary types ofdata. Chief qualitative data will be collected by interviewing two Asda’s social media marketingexecutives; on the other hand, secondary qualitative data will be composed from differentjournals, books, etc.Research DesignIt refers to the overall planning of integrating research components properly. The integrationneeds a logical way. Without logical process, research components cannot be merged properly.There are different types of research designs such as co-relational, descriptive, and experimentaland semi experimental. This research work has adopted descriptive design or explanatory design.Research PhilosophyResearch philosophy deals with the source and improvement of knowledge. There are mainlytwo types of research philosophy, which different research works follow. The one is positivismand other is Interpretivism. The topic has followed positivism philosophybecause the researchwork has focused on the real life facts.Research Approach4
There are mainly two types of research approaches. The one is inductive and another is deductiveapproach. This research project has followed deductive approach the research has made theevaluation of assumptions.Task 11.1 Formulating and recording the outline specification of research projectAccording toChu and Kim, (2013, p.47), the role of social media on consumer marketingdecisions is going on startling in recent years due to more involvement of the companies in socialmedia strategies. It is considered to be quite unfortunate that many organisations without havingany clear strategy dive into social media platform which result into decline progress of thecompany. The impact of social media marketing on consumer purchasing decisions acts greatly.In this study, the various aspects of consumer decision-making process have been discussed toget a clear view of its emerging significance in businesses. The ways and plans have beenpresented in order to show the vital activities of this topic and how it can be implemented. Theresearch has also presented the feedback of 25 respondents in terms of their views towards theeffectiveness of social media in their purchasing choices. The future recommendations have beenstated for the companies to get the influential aspects in order to run their business productivelyand could get their target market through social media marketing.1.2 Influential factors contributed in the selection process of research projectAs stated byHajli (2014, p.387), in today’s scenario, social media has become an integral part ofan individual’s life. There are various social media platforms which are being used widely by thecustomer to get in touch with the companies for making decisions whether to buy their productsor services. Such platforms include; Facebook for marketing purpose, Twitter on the other,Instagram to get in through picture uploads of various markets and LinkedIn where wide numberof users is connected with the corporate world and the professionals get in touch with them.Overall the estimation of active participation in social media is beyond millions. It has beenrecognised by the marketers that social media marketing plays a significant role incommunicating marketing strategies. The companies get help from the social media platform formarketing as well as communicating with the customers for the purpose of their choices whilepurchasing any commodity. Therefore, this combination with the market professionals will helpin identifying and understanding the customer requirements and their choices based on certainproducts or services.In regards to this potential of emerging social media involvement in5
organisational performance, this particular topic is selected. Further, various works on relatedfield enhance the availability of information and this reflects the possibility of representing acredible work. Considering these factor, this particular topic is selected.1.3 Critical review on the impact of social media on consumer behaviourAccording toSolomon, (2014, p.5), social media usage has reached to a high progress levelwhere in recent scenario; consumers mostly prefer purchasing goods and services from onlineand in addition, also operate business through social media podiums. During purchasingcommodities, consumers are getting influenced on variety of available options present in socialmedia sites including the reviews and comments of other users about the relevant product orservices which the former wants to purchase. For analysing the outcome of whether social mediagenuinely affects consumer’s decisions of buying, it is essential to have an outlook and properresearch on the time consumed on internet and their influence level by others. Most of thecompanies today have its pages on Facebook, Instagram, Twitter and other social media sites. Onthese pages it is often observed that the social media marketing manager of the companies postpictures, comments and also provide reviews of those customers who either often visit their placeor buy items from their websites.It is generally seen that the consumers when plan to purchase any product go through theopinions of other reliable customers and judge it accordingly. Thus, it can be stated that socialmedia adversely affect the customer's choice of purchasing because it has offered a broadplatform for the mass to post comments, viewpoints and pictures in terms of their opinions. Adistinct landscape has been evolved through the onset of social media in order to create a newnetwork of personal connections(Zhanget al.2014, p.75). For extending this platform, tradeorganisations views huge opportunities towards the population and they show curiosity to stepinto the trend. On the other hand, to the core of the industrial world, customers are kept behindfor social media. This research project will reflect a detail study based on selection procedure ofthe people, decisions related to it and implementing the decisions before purchasing.As opined byAralet al. (2013, p.3), the outcomes and findings of the research project representsthat individuals perform effective role in order to search information and materials on socialmedia mostly rather than mass media. This includes the both objective and subjective methods ofstrategies while conducting the assessment. All the challenges brought up by the social media tothe consumer’s technique of buying and in their decision-making process have been6
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