Social Media Impact on Marks & Spencer
Added on 2020-01-07
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Research Project
Table of Contents
INTRODUCTIONIn the present era, organisation success and growth is largely depends upon the customerchoice and presences. If company effectively satisfies the needs and wants of the desired productand services then customer satisfaction and loyalty may increase. In the competitive market, it isvery important to satisfy the customer actual needs and wants so as corporation can able todevelop its own brand image and customer loyalty in the market. Consumer behaviour is somuch sensitive which largely affected by the components like demographic, personal,geographical, psychological etc. In order to improve customer loyalty, company needed to meettheir choice regarding product and services. If corporation effectively meet the needs and wantsof customer related to product then they can easily improve customer loyalty. Customer loyaltyis the result of consistently positive emotional experience, physical attributes based satisfactionand perceived value of an experience which includes the product and services. For theorganisation, it is very important to improve customer choice in order to gain effective brandimage and profitability. In this manner, social media plays a very crucial role in the present erathrough which many organisations develops their own image in front of customer and attractthem toward the product and services. With assistance of social media, corporation can easily gettouch with customer and provide them information related to product and services. Social mediahelps to business unit in attracting customers toward product and services and get the feedbackand review about the same. The following research project provides the deep knowledge andunderstanding about the impact of social media on the customer choice. Various researchmethodologies has also applied in this report in order carried out the study with respect of theMarks and Spencer company. It is the world famous retail outlet which deals with customerproduct like luxury food, clothing and home ware products.Research Title“To identify the impact of social media on the customer choice in the retail industry: A casestudy of the Marks and Spencer”
TASK 11.1 Formulation and recording of possible research project outline specificationsResearch Aims“To identify the impact of social media on the customer choice in the retail industry: A casestudy of the Marks and Spencer”Research ObjectiveTo Analyse the concept of customer behaviour and choiceTo understand the various social media tools and techniquesTo determine the impact of social media on the customer choice in the retail industryTo Recommend criteria through which social media can improve customer choice andattract them toward the organisation.Research questionsWhat is the meaning and concept of customer behaviour and choiceWhat are the various tools and techniques of social mediaWhat are the impact of social media on the customer choice in the retail industry1.2 Identification of the components which involves in the process of researchIn order to conduct the following research study, the scholar will require some resourceslike time, money, human resources etc. For this research study, time is major factor which willrequired by scholar but investigator have very sufficient time period and fund as well. In order toconduct the survey, research will require respondent as well so as scholar can ask the severalquestion related to topic for identify the solution and conclusion. The major objective ofselecting this particular topic is to analyse the impact of social media in the customer choice inthe retail industry. In addition to this, investigator have huge interest in this topic that why thistopic is selected as the research subject. One another major reason for selecting this topic is thatscholar has sufficient knowledge and information sources so that he/she can obtain theinformation about the research. One another reason for selecting this topic is that investigatorwants to identify and study about the social media techniques which is used in the retail industry.
1.3 Critical review of key reference about the research topicConcept of the customer behaviour and choiceAccording to the view of Smith, (2015) customer behaviour is very sensitive aspectwhich can largely affected by various components like geographical, social and cultural,psychological, demographical etc. It is a kind of study that how customers , group ororganisation select buy, use, dispose idea, goods and services to satisfy their needs and wants. Itrefers to the action of the customer in the marketplace and the underlying motives for thoseactions. Customer is those people who buy the commodities and services from the market andutilise them for their personal reason. They pay the amount of money to the seller or retailer inthe market. The purchasing decision of selecting and purchasing that particular product canlargely affect by the various components like geographical, social, demographical, psychologicaletc. While customer buy the product and services in the market then they affected by thesementioned farces thus for the organisation it is very important to understand these components.According to the view of Smith, (2015) personal factor is the major force which affects customerpurchasing decision in large manner and it includes like age, gender, education, occupation, lifestyle, income level etc.Meaning and tools of the social mediaAccording to the view of Ryu, Lee and Gon Kim, (2012) social media is one of thetechnique in the present time which largely affect to the purchasing decision of customer. Socialmedia is a platform where company and customer can directly connected with each other andshare their information about the product and services. Company can directly get touch withcustomer and identify various feedback and review of them about the product and services. Asper the view of Fiegen, (2010) social media is used to promote and sale the products and servicesin the market and connect with customers. It is computer mediated technologies that facilitatesthe creation and sharing information, idea, carer interest. It is a electronic communicationplatform which creates online communities to transfer the video, audio, message, files, links etc.As per the view of McMillan and Schumacher, (2014) social media have various kinds oftechniques like Facebook, Twitters, Instagram, YouTube etc. As per the view of Gay, Mills andAirasian, (2011) Facebook is one of the mostly used technique in the retail industry throughwhich organisation can share their information about the product and services to customer andget their review about the same. Facebook is a page which can generate by the business
organisation and at the page customer can like and share the button through which anyone caneasily like and share the page of company about their product and services. Furthermore, at theFacebook page, company can access the comments and reviews of the customer about theproduct and services. One of the major advantage of this technique is that while company postany image, video, audio, link of the product and services then that is show to the public. Thus, itcan be said Facebook is the best criteria to share the information about the product and servicesin the public. On the other hand you tube is another important technique of social media throughwhich company can post the advertisement and video of the product and services in front oflarge public.Analyse the impact of social media on the customer choice in the retail industryAccording to the view of Stelzner and Michael, (2011) social media is one of the besttool for improving the communication and connection between corporation and customers. Withassistance of the social media platform, company can post the various image, video, audio, linksabout the product and services and gain the large customer attraction. On these various platformof social media, like Facebook, twitter, you tube etc company can get touch with customer andidentify their review and comment about the company's product and services. As per the view ofSafko and Lon, (2010) customer choice is very sensitive and affected by various components soit is very difficult for the organisation to identity their choice, perception and requirement aboutthe product and services. But, . social media is a platform which aid to company in identifycustomer choice, preferences, requirement about the product and services. In addition to thiscompany representation can directly communicate with customer on the social media platformsthrough which they can identify their requirement and choice about the product. Customer canmention the feedback about the existing product and services which assists to corporation inidentify the required improvement. As per the view of John Wiley & Sons. Bruhn, Manfred,Schoenmueller and Schäfer, (2012) organisation can design the attractive page of the companyon the social media platform like it can post attractive and most impressive image of the productand services on the page of social media. On the other hand company can also mention theimpressive content of the product and services which includes product features, prices, attractivediscount, distribution and other information on the social media platforms. By doing this,company can again the customer attraction of customer toward the company and change theirchoice related to the same. For instance, by help of Facebook, company can post the attractive
discount offer along with attractive image and video of product and services which will largelygain customer attention on this mention platform.1.4 Research project specificationResearch methodologies is an approach which is used by the scholar in order to get theeffective conclusion and solution of problem. It is very essential part of the research whichrender the idea to scholar for collecting and analysing the data about the research topic. In thisfollowing research, investigator needed to identify the impact of social media on the customerchoice thus various techniques of research methodologies can be used by scholar which are asfollows-Research Philosophy- Research philosophy is an important part of the research whichaids to scholar in identifying the best solution for the problem. With help of this scholarcan conduct the data collection and analyse the information in an appropriate manner(Fiegen, 2010). There are major two type of research philosophies that is interpretivismand positivism. In the interpritivism context, investigator can use various theories andfindings to test the subjective (Kriz, Gummesson and Quazi, 2013). On the other hand inthe context of positivism, major objective can considered by the scholar. In the followingresearch, investigator will use positivism research philosophy through which impact ofsocial media on the customer choice can easily analysed and identified.Research approach-With assistance of theory and hypothesis appropriate conclusion cananalyse and determined in the research approach. There are major two kind of researchapproach that is inductive and deductive. In the context of inductive, study can conductedwith various theories and findings (Gay, Mills and Airasian, 2011). On the other hand inthe deductive approach research can conducted on the basis of hypothesis. In thisfollowing research, investigator will use inductive framework because research questionwill address by investigator to obtain appropriate result.Research Techniques- Research techniques are those which aid to investigator incollecting and analysing data. This is major part of the research and it is divided into twotypes that is qualitative and quantitative (Arulrajah and et.al., 2015). In the qualitativeresearch, information can gathered from relevant theories and concepts. On the otherhand in the quantitative technique, research is based on the facts and finding. In thefollowing research, both technique of research will be used.
Research Design- There are various research design that is descriptive, experimental,other. In the following research, descriptive design will use to obtain an appropriateconclusion of study.Data collection- Data collection is major part of research which and in collecting the dataabout research (Daniel and Sam, 2011). It is major two type that is primary andsecondary. In the primary data collection, information can gathered by observation ,survey, interview etc. In the secondary data collection data can collect by books, journal,websites, magazines, online blogs etc. In this following research both data collectionmethod will use because primary adopt will collect through survey and secondary datawill collect by books, company websites, blogs etc.Sampling- In order to collect the information for research, investigator will use randomnumber sampling under which 20 customer of Marks and Spencer will choose as asample size (Creswell, 2013).1.5 Effective plan and procedure for the agree research specificationIn order to decrease the impact of time, investigator will use Gantt chart tool through whichscholar can organise research activities according to limited time period. In addition to this, forovercome the impact of fund, investigator will use activity based costing under which researchactivity can organise according to limited fund.Activity/Week12345678910111213141516Develop the proposal of researchEstablish the aims and objectivesBackground of the researchAdopt the effective researchmethodologiesGathering the data from primary andsecondary resourcesTest the gathered dataInterpretation of collected resultsConclusion and recommendations Submission of draft report
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