Research Project Assignment - Impact of Social Media on Customers Buying Behaviour
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Added on 2020-10-04
Research Project Assignment - Impact of Social Media on Customers Buying Behaviour
Added on 2020-10-04
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Research Project
Table of ContentsINTRODUCTION...........................................................................................................................1BACKGROUND.........................................................................................................................1AIMS...........................................................................................................................................1OBJECTIVE...............................................................................................................................1RATIONAL................................................................................................................................1LITERATURE REVIEW................................................................................................................1The consumer purchasing decisions process...............................................................................1Different type of social media sites ............................................................................................3The influence of social media on buying behavior of consumers...............................................3The social media as a mean of giving consumer a voice............................................................4RESEARCH METHODOLOGY.....................................................................................................4Data analysis ...................................................................................................................................5Findings............................................................................................................................................9CONCLUSION ...............................................................................................................................9REFERENCES .............................................................................................................................10APPENDIX....................................................................................................................................12
INTRODUCTIONBACKGROUNDIn the recent years there have been increase in the number of Internet users. In order toexpand the business most of the traditional companies are now eager to online market as they areaware that this is not only a trend now-a-days but also competitive necessity(Hudson andHudson, 2015.). In order to promote their products and services companies need to developdifferent marketing strategies .Many companies are attracted towards the social media to employsocial media platform for online marketing. To attract more number of customers and exploitnew sources the social media platforms have become the best and efficient source.AIMS“To study the impact of social media on customers buying behaviour” OBJECTIVETo analyse the consumer purchasing decisions processTo examine different type of social media sites To evaluate the influence of social media on buying behaviour of consumersTo study the social media as a mean of giving consumer a voice.LITERATURE REVIEWThe consumer purchasing decisions processThe decision making process is profoundly influenced by the accessibility andtransparency of the information. So, it is necessary to analyse the obstacles that holds theprospects of becoming consumers or keeps the consumers hesitating from repurchasing. As perDessart, Veloutsou and Morgan-Thomas, (2015), in order to deal with a ultimate consumerbehaviours a comprehensive model is presented.1
This models helps to show the critical aspects of individual's consumer behaviour. In thefive stages that is recognition of problem, information search, evaluation of other alternatives,purchasing decision and post-purchased behaviour this model interprets behaviour of consumer.Whenever the consumer identifies a significance difference in between the desired and the actualstate of affairs then the problem recognition takes place. Before any typical buying action theinformation is searched after the realization of a problem. For an example after watching anadvertisement in the TV the idea or thoughts are being triggered about the possibility of makingpurchase. According to Godey and Singh , (2016), before carrying out any action the prospectsof through the various steps in order to make purchase information. All the available option isidentified by them , they also study information of the selected option. After the accumulation ofsufficient information once an option is recognized as the best suitable solution then they willalso undertake the alternative evaluation. A criteria for evaluating choice alternatives is beenestablished by the consumer depending in their motives and goals as per Hudson and Hudson,(2015). During the course of evaluation the preferences is being formed by the consumersamong the brands in their choice desk. The certain levels of satisfaction or dissatisfaction isbeing experienced by the consumer after the consumption and the wisdom of the choices that aremade in selection of alternative are then evaluated by them in post-purchase decisions (HowDoes Social Media Influence the Buying Behavior of Consumers, 2017).2Illustration 1: 5 stages of consumer decision-making process(Source:IMPACTS OF SOCIAL MEDIA ON CONSUMER BEHAVIOR, 2017. )
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