Does Social Media Affect Consumer Choices?

CONSUMER BEHAVIOUR- DOES SOCIAL MEDIA AFFECT
CONSUMER CHOICES
STUDENT NAME:
STUDENT ID:
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Table of Contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................5
1.1 Formulating and recording the outline specification of research project..................................5
1.2 Influential factors contributed in the selection process of research project...............................5
1.3 Critical review on the impact of social media on consumer behaviour.....................................6
1.4 Research project proposal on the impact of social media on consumer choices.......................7
1.5 Plan and Procedure....................................................................................................................7
Task 2...............................................................................................................................................8
2.1 A. Resources required for research............................................................................................8
B. Relationship between resource research and research questions................................................8
2.2 Research investigation...............................................................................................................8
2.3 Recording and collecting data...................................................................................................9
TASK 3..........................................................................................................................................14
3.1 Research Evaluation Methods.................................................................................................14
3.2 Analysis of Outcome...............................................................................................................15
3.3 Recommendation and Justification..........................................................................................16
Task 4.............................................................................................................................................17
4.1 Outcomes and recommendations.............................................................................................17
Reference list.................................................................................................................................18
Appendices....................................................................................................................................19
Appendix 1.....................................................................................................................................19
Appendix 2.....................................................................................................................................20
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Introduction
Over time the choices of customers have gone through remarkable changes. The growing
sophistication of technology and the changes in lifestyles have influenced these choices. In this
context the role of social media in context of customer choice has created curiosity among
people. In regards to this, this study aims at conducting a research on this case and presenting the
process that is essential for a credible research work.
Background
In order to analyse the research in a better way Asda Stores Ltd. has been taken as an example to
identify 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 second
largest supermarket chain by market share which has integrated its marketing in social media
platform by engaging a huge number of customers (Mysupermarket.co.uk, 2017).
Research rationale
The rapid growth of using social media marketing in terms of affecting customer’s choices of
making decision while buying any product or services. In today’s world companies are using
social media platform to reach to its target market because in modern times people are more
engaged with online media than any other media. In order to drive sales Asda is using social
media podium to get closer to the customers (As stated by kardes et al. 2014, p.23). The
shopping app of Asda helps the purchasers to manage their budgets which will eventually lead
down to lowest money categories (According to Bolton et al. 2013, p.245).
Research aim, objectives and main research question
The aim of this research is to significantly study the effects of social media on consumer decision
making.
Objectives:
 To crucially observe the influence of social media on the customers of Asda
 To recognise the outcomes of social media on decision making while purchasing
 To assess the impact of customer’s decision making on the entire business of Asda
 To recommend few methods through which Asda can advance their strategies of social
media marketing.
Main research question
What is the impact of social media on consumer choice?
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Scope
Social media is having vital impact on the consumer behaviour. Different social sites provide a
platform to the business for enhancing the growth. The research work will help Asda Stores Ltd
to focus on the consumer properly. The topic will be helpful to identify the approach of the
consumers to the social media. For increasing the competition in the market different
organisations are upgrading their strategies. Marketing consultants have considered that the
reason customers buy products is either to solve an issue which will accordingly erode way the
loss or to increase enjoyment level for staying trendy Therefore a big presence of the companies
should be on social media because majority of the population are dependent on social media for
making a purchasing decision. The research project is having great importance to expand the
influence of social media on business development.
Research methodology
By analysing the influences of social media on customers, the researcher will observe this recent
research by evaluating the impact of customer’s decision making on the overall business of
Asda. The beginner for the current research will gather both primary and secondary types of
data. Chief qualitative data will be collected by interviewing two Asda’s social media marketing
executives; on the other hand, secondary qualitative data will be composed from different
journals, books, etc.
Research Design
It refers to the overall planning of integrating research components properly. The integration
needs 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 experimental
and semi experimental. This research work has adopted descriptive design or explanatory design.
Research Philosophy
Research philosophy deals with the source and improvement of knowledge. There are mainly
two types of research philosophy, which different research works follow. The one is positivism
and other is Interpretivism. The topic has followed positivism philosophy because the research
work has focused on the real life facts.
Research Approach
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There are mainly two types of research approaches. The one is inductive and another is deductive
approach. This research project has followed deductive approach the research has made the
evaluation of assumptions.
Task 1
1.1 Formulating and recording the outline specification of research project
According to Chu and Kim, (2013, p.47), the role of social media on consumer marketing
decisions is going on startling in recent years due to more involvement of the companies in social
media strategies. It is considered to be quite unfortunate that many organisations without having
any clear strategy dive into social media platform which result into decline progress of the
company. 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 to
get a clear view of its emerging significance in businesses. The ways and plans have been
presented in order to show the vital activities of this topic and how it can be implemented. The
research has also presented the feedback of 25 respondents in terms of their views towards the
effectiveness of social media in their purchasing choices. The future recommendations have been
stated for the companies to get the influential aspects in order to run their business productively
and could get their target market through social media marketing.
1.2 Influential factors contributed in the selection process of research project
As stated by Hajli (2014, p.387), in today’s scenario, social media has become an integral part of
an individual’s life. There are various social media platforms which are being used widely by the
customer to get in touch with the companies for making decisions whether to buy their products
or 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 number
of 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 been
recognised by the marketers that social media marketing plays a significant role in
communicating marketing strategies. The companies get help from the social media platform for
marketing as well as communicating with the customers for the purpose of their choices while
purchasing any commodity. Therefore, this combination with the market professionals will help
in identifying and understanding the customer requirements and their choices based on certain
products or services. In regards to this potential of emerging social media involvement in
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organisational performance, this particular topic is selected. Further, various works on related
field enhance the availability of information and this reflects the possibility of representing a
credible work. Considering these factor, this particular topic is selected.
1.3 Critical review on the impact of social media on consumer behaviour
According to Solomon, (2014, p.5), social media usage has reached to a high progress level
where in recent scenario; consumers mostly prefer purchasing goods and services from online
and in addition, also operate business through social media podiums. During purchasing
commodities, consumers are getting influenced on variety of available options present in social
media sites including the reviews and comments of other users about the relevant product or
services which the former wants to purchase. For analysing the outcome of whether social media
genuinely affects consumer’s decisions of buying, it is essential to have an outlook and proper
research on the time consumed on internet and their influence level by others. Most of the
companies today have its pages on Facebook, Instagram, Twitter and other social media sites. On
these pages it is often observed that the social media marketing manager of the companies post
pictures, comments and also provide reviews of those customers who either often visit their place
or buy items from their websites.
It is generally seen that the consumers when plan to purchase any product go through the
opinions of other reliable customers and judge it accordingly. Thus, it can be stated that social
media adversely affect the customer's choice of purchasing because it has offered a broad
platform for the mass to post comments, viewpoints and pictures in terms of their opinions. A
distinct landscape has been evolved through the onset of social media in order to create a new
network of personal connections (Zhang et al. 2014, p.75). For extending this platform, trade
organisations views huge opportunities towards the population and they show curiosity to step
into the trend. On the other hand, to the core of the industrial world, customers are kept behind
for social media. This research project will reflect a detail study based on selection procedure of
the people, decisions related to it and implementing the decisions before purchasing.
As opined by Aral et al. (2013, p.3), the outcomes and findings of the research project represents
that individuals perform effective role in order to search information and materials on social
media mostly rather than mass media. This includes the both objective and subjective methods of
strategies while conducting the assessment. All the challenges brought up by the social media to
the consumer’s technique of buying and in their decision-making process have been
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