Introduction to research project in question, objective and hypothesis formalism

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................4
1.1 Background of research area in form of question, objective and hypothesis........................4
1.2 Statement of the rationale and reasons for choosing the research project............................5
1.3 Literature review for the research specification....................................................................5
1.4 Research methodology..........................................................................................................7
1.5 Time-scale of research Activities..........................................................................................8
Part – 2 ..........................................................................................................................................10
INTRODUCTION ........................................................................................................................11
TASK 1 : UNDERSTANDING FORMULATION OF RESEARCH SPECIFICATION............11
1.1 Background of the research ................................................................................................11
1.2 Literature review for the research description ...................................................................12
1.3 Research methodologies .....................................................................................................13
TASK 2 : Implementation and evaluation of the research project ................................................15
2.1 Collecting and recording relevant information and data ....................................................15
Conclusion ....................................................................................................................................18
Recommendation ..........................................................................................................................19
REFERENCES..............................................................................................................................20
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INTRODUCTION
In the present time, technology has been advanced and useful in every business
enterprises as well as individual life. Through technological development, within organisation
drastic changes has been occurred. In order to influence the customers for purchasing, several
corporation uses effective technology and marketing. In this manner, social media is one of the
tool that have great impact upon the individual as well as organisation.
Consumer behaviour and choice is very sensitive as they influence through many things
like environment, price factor, their requirement, demographic factor etc (Liu and Zhenhua,
2003). Social media is one of the platform that can hugely affect the choice and decision of
customers regarding product and services. In the current study, the analysis of social media and
its impact on the people buying decisions in respect to varied products is done respect of Retail
industry. For attain this purpose, researcher will implement some research methodology
methods.
1.1 Background of research area in form of question, objective and hypothesis
Consumer behaviour refers to the situation where individual customers buying pattern is
analysed in detail and on that basis strategy is formulated for enhancing sales of product. There
are several factors through which consumer behaviours can influence such as marketing factor,
personal factor, psychological factor, situational factor, social factor etc (Miguéns, Joana, Baggio
and Costa, 2008). Factors that are named above have significance impact on buying behaviour of
individuals whatever product an individual intend to purchase from the market. In the present
time, online conversation applications are the tools which mostly used by organization for
influence its customer toward product and services. With help of this medium, corporation can
easily advertise and promote its product and services and announce information regarding the
same.
Research Aim
To understand the influence of online communication platform on the consumer purchase and
choice in the retail sector: A research work on Marks and Spencer
Research Objectives
To identify and analyse terminology of social media platforms and its several channels
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To understand the concept of consumer behaviour and choice
To find out significance of online communication platform for influence on selection made by
the people and purchasing decision
To find out impact that online mode of communication have on customer selection and
purchasing decision in the retail industry
Research Question
What is the terminology of social media and its several channels?
What is the concept of consumer behaviour and choice?
What is the impact that online mode of communication have on customer selection and
purchasing decision in the retail industry?
1.2 Statement of the rationale and reasons for choosing the research project
At the time of selection the research project topic, decision of researcher have affected by
several components. One of the major reason for selection of this research topic is scholar own
interest and curiosity. Researcher actually wants to acknowledge about the significance of social
media and its impact upon customer decision and purchasing toward product and services. In
addition to this, researcher actually implement his theoretical knowledge into practical work that
is why consumer behaviour topic has been chosen.
1.3 Literature review for the research specification
Terminology of consumer behaviours and its components
According to the view of Bruhn, Manfred, Schoenmueller and Schäfer, (2012) consumer
behaviour is a study of organisation, individual and group of people related to their purchasing
decision for product and services. Consumer behaviours is the action and decision procedure of
the individual while they purchase product and services for their personal consumption. In the
opinion of Chan, Ling and Guillet, (2011) personal factor is major component that affect
consumer behaviour and purchasing decision for product and services. It consists with age,
gender, education, occupations, income level etc. This factor is related to the customer
requirement and need regarding their personal life. In the contradicting view Fotis, John, Buhalis
and Rossides, (2012) stated that psychological factor also major factor that affect consumer
behaviour and nature. In this includes buying motives, perception, attitude, behaviours, thoughts,
feeling etc. As per this factor, consumer purchasing decision and choice may influence by their
perception and attitude toward that particular product and services. In the opinion of Dinan,
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(2000) price is another major factor that can affect the choice and behaviour of the customer
regarding product and services.
Understanding the meaning of online communication platform and associated channels
According to the view of Hays, Stephanie, Page and Buhalis, (2013) online mode of
communication to large extent are used by the business firms to do marketing of products and
services at workplace. By making use of online channel of communication marketing, firm may
share information about its products on the internet and its various channels like Facebook,
Twitter, Instagram etc. In the opinion of Hjalager and Anne-Mette, (2010) social media is the
collective of online communication channels that facilitate the sharing and creating of
information, idea, thoughts etc. Social media is a unique path of sharing and transmitting
information in various direction. There are various channels associated with like Facebook,
Twitter, You tube etc.
Assessment of impact that online mode of communication have on selection made by
customers and purchasing product and services in the retail industry
According to the view of Hudson, Simon, and Thal, (2013) social media marketing is
mostly used in the retail industry for promote and advertise product and services. By use of
social media channels, organization can have impact on the choice and behaviour of customers.
In this manner, retail organisation can post its information about product and services on the
several mediums such as Facebook, You Tube, Twitter etc. By reading the information about
commodity, customer may influence to purchase it. In the opinion of Leung, Daniel and et al.,
(2013) the major advantage of social media is that it is platform where anyone can easily connect
and access the information which post by company. Thus, it becomes easy to identify the
positive as well as negative comments of the customer who already used company's product and
services.
In the opinion of Hvass, Kristian and Munar, (2012) by use of social media platform
company can easily post the image, video, content information, link, picture of the product and
services on the internet for attract customers toward it. It is the best medium to promote and
advertise the product in the market because company can announce the information to many
users in the market.
In the opinion of Leung, Daniel and et al., (2013) while any customer purchase product
and services in the retail organisation then they search commodity on the social media. By this
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