Research Project

RESEARCH PROJECT

Research aim and objectives
AIM : To analyse the impact of social media on
consumer choice in the context of Primark.
Research objectives :
 To study the use of social media by Primark.
 To analyse the concept of consumer choice.
 To Analyse Impact of Social media on Consumer
choice in context of Primark.
 To recommend the ways that could be used by
Primark for influencing consumer choice through
social media.

Theme 1 : Customers are active user of social networking
sites such as Twitter, Facebook, Instagram and YouTube.
Sometimes Frequently Very frequently Never
0
2
4
6
8
10
12
14
16
5
14
11
10
Column C

Theme 2 : Customers frequently use social networking sites.
Frequently in a day Only Once in a day Few times in a week Once in a week
0
2
4
6
8
10
12
14
16
15
14
8
3
Column C

Theme 3 : Customers have seen advertisement of Primark on various
social networking sites.
Yes No Not sure
0
2
4
6
8
10
12
14
16
18
20
18
10
12
Column C

Theme 4 : Customers purchase clothing and other confectionery
products of Primark by getting attracted through advertisements that are
posted on social sites.
Yes No Not sure
0
2
4
6
8
10
12
14
16
18
20 19
15
6
Column C

Theme 5 : Advertisements placed on social sites provides authentic and
reliable information about attributes and features of product.
Strongly agree Agree Neutral Disagree Strongly disagree
0
2
4
6
8
10
12
14
16
18 17
11
2
5 5
Column C

Theme 6 : Purchasing decision gets influenced by promotional
advertisements and videos that customers watch online.
Strongly agree Agree Neutral Disagree Strongly disagree
0
5
10
15
20
25
21
10
1
3
5
Column C

Theme 7 : Regular information is provided by Primark on attractive
discounts offered by the firm on its clothing range.
Strongly agree Agree Neutral Disagree Strongly disagree
0
5
10
15
20
25
22
11
2
1
4
Column C

Theme 8 : Consumers Refer advertisement that you have watched on
social sites to your friends and family members.
Yes No Not sure
0
2
4
6
8
10
12
14
16
18
20 19
15
6
Column C

THANK YOU