Social Media Impact on Generation Y Consumption

This assignment, based on sources like Bolton & Solnet (2013), Castells (2015), Ellison & Lampe (2014), Gensler et al. (2013), and Oh et al. (2014), requires an in-depth analysis of Generation Y's consumption behaviors influenced by social media platforms. Students should explore how social network sites like Facebook affect relationship maintenance behaviors and social capital processes. Additionally, students must examine the management of brands in the social media environment, focusing on Primark as a case study.

RESEARCH PROJECT

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulating and recording the research project outline ......................................................1
1.2 Identification of factors which contribute towards selection of the research project .........2
1.3 Undertaking critical review of key references .....................................................................2
1.4 Writing a research project specifications .............................................................................4
1.5 Providing an appropriate plan and procedure for the agreed specification ..........................6
TASK 2 ...........................................................................................................................................6
2.1 Matching the resources efficiently to meet the research questions ......................................6
2.2 Undertaking the proposed research investigation in accordance with the agreed
specifications...............................................................................................................................8
2.3 Recording and collecting the required data ..........................................................................9
TASK 3..........................................................................................................................................11
3.1 Using the proper Research evaluation techniques .............................................................11
3.2 Interpretation and analysis of results an terms of original research specification .............12
3.3 Recommendations for area of further research ..................................................................20
TASK 4 .........................................................................................................................................20
.......................................................................................................................................................20
REFERENCES .............................................................................................................................21

INTRODUCTION
Research topic selected :- Does social media affect the consumer choice- A study of Primark
TASK 1
1.1 Formulating and recording the research project outline
Social media has emerged as a global platform which is used by millions of people across
globe. People are using it for getting connected with their family and friends. Large number of
business organizations are also making use of social networking sites for making their buyers
known about the products and services that are being offered by them. It is a cost effective
medium for promoting the business and attracting more number of buyers for selling their goods
and services.
Present study is based on Primark firm which offers superior quality clothing products.
Large variety of products are offered by the firm and it includes women and men clothing,
footwear, accessories and other beauty products. In addition to that confectionery and footwear
products are also offered by the firm (Primark. 2017). Online presence of Primark is very strong
and it provides added advantage to the firm for gaining loyalty of buyers. Attractive discounts
and offers that are proposed by the firm are told to the buyers and with this more number of
people are encouraged for purchasing the goods and services that are offered by the firm.
RESEARCH AIMS 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’s buying behaviour in context of
Primark.
 To recommend the ways that could be used by Primark for influencing consumer’s
choice through social media.
Research questions:-
1

1. What is use of social media by Primark ?
2. Explain the concept of consumer choice?
3. Analyse the Impact of Social media on Consumer choice in context of Primark?
4. Recommend the ways that could be used by Primark for influencing consumer’s buying
behaviour through social media?
1.2 Identification of factors which contribute towards selection of the research project
Major factor for selection of this research project is interest of the scholar in this
particular area. This topic provides opportunity for understanding the importance of social
networking sites and its impact on the consumer choice. In addition to that vast amount of
information available on this selected topic is also one of the major factor that that has
contributed towards selection of the research project. Major factors that have motivated the
scholar are as followed :-
Area of interest :- I am interested in identifying the use of social networking sites for the
organisation. This will give me an platform to enhance my knowledge on the chosen topic.
Availability of resources :- There are vast number of resources which can be used for collecting
data and information for completing the study. Planty of information is available on the topic and
resources such as E-books, Publications, books and journals are available on the selected topic.
Availability of information :- It is the important factor which has contributed towards the
selection of the research project. Various sources such as Books, Journals, E-books and
Publications are available which provide detailed information about the chosen topic of the
study.
Experience :- I have previous experience of working on the topics which are linked with the use
of social media platform.
1.3 Undertaking critical review of key references
Literature review
Theme 1: Use of social media marketing.
As per the viewpoints of Kimmel and Kitchen, (2014) Globalization has provided a
platform for the organizations to reach to a large number of consumers by selling their products
in diverse nations across globe. Social media sites are used by firms for boosting their business.
2

It provides cost effective medium for attracting the consumers and developing ongoing
relationships with the buyers of the firm. Social networking sites provide option for the buyers
for increasing their brand awareness. It also provides medium for increasing their brand position
in market. Various social sites includes Facebook, Twitter, You-tube, Instagram and Snapchat.
It also helps in growing the customer base and audience base of the organisation and
building strong position of the brand. Gensler, Völckner and Wiertz, (2013) has defined that
New firms are using social networking sites as these sites are rendering medium for enhancing
the visibility of the brand and cultivating the professional networks of the firm in an effective
manner. Social sites offer a platform for growing and building positive relationship with the
buyers and influencing their choice towards purchasing products offered by the firm. Making use
of social sites also provide a way for developing two-way interaction channel with the people
and making them aware about the attributes and features of the products that are offered by it.
Ellison and Lampe, (2014) has explained that Social networking sites also offer a
medium for making proper communication with the consumers about the products that are sold
by them. These sites also offer a medium for generating new leads and this further helps
inboosting sales of the firm. Business is promoted in better and effective way and positive
relationship can be developed with the ventures that are working across nations. Social sites have
changed the perspectives through which organizations are getting connected, collaborating and
communicating with their buyers.
Theme 2: Concept of consumer choice.
Consumer choice is defined as preferences given by buyers for purchasing a product or
service. There are various factors which influences the consumer’s choice. Oh, Ozkaya and
LaRose, (2014) has explained that quality of products offered by the organization is one of the
main element which affects the preferences made by the consumers. In addition to that attributes
and features of the products are also major elements that affect the consumer choice and due to
this their decisions regarding purchasing a product is made. Hewson and Stewart, (2016) has
defined that advertising and promotional campaigns organized by the firm also influences the
decisions made by the buyers for purchasing a product for the firm. Consumer choice is basically
a vast field. large number of organizationsgets affected by the decisions taken by the buyers for
the same.
Theme 3: Impact of Social media on consumer choice.
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Bolton and Solnet, (2013) has mentioned that Social media is largest emerging platform
which is used by companies across globe for targeting and attracting consumers. In recent days,
it has emerged as a medium which is used by organisations for having interaction with the
consumers. In addition to that marketing activities and functions performed by the businesses
also gets affected by advertising and promotions done by business. Various social sites are
Facebook, Twitter, Instagram, You tube, LinkedIn and Google etc.
Active presence on these social sites provide a effective medium for attracting the
consumers and defining them about the features of products and services that are offered by the
company. Laroche, Habibi and Richard, (2013) has mentioned that it is important that social
networking sites that are used by the business should be used properly so that it becomes easier
for the firm to manage their online relationship with the buyers. It is required that post on these
sites should be authentic, reliable and commendable so that their proper use could be made.
Relevant communication also needs to be made with the buyers. It will support for
making them aware about the services that are offered by the firm. Laroche, Habibi and Richard,
(2013) has defined that making use of social networking sites supports for gaining meaningful
and valuable insight and through this response of buyers towards a particular choice could be
taken. People read the information available on these sites. Moreover, these sites are a valuable
medium for increasing the brand awareness and loyalty and on the basis of that it becomes easier
for the firm to get connected with their consumers. Socail marketing is a cost effective medium
and it aid for targetting particular consumer segment.
Kimmel and Kitchen, (2014) has explained that social networking sites help for
generating leads and on the basis of those improvements could be made in the products and
services that are offered by the firm. Higher and converting leads about consumer choice could
be generated and it will provide medium for making improvements in sales and profitability. In
addition to that regular interaction that is made through social networking sites also helps for
influencing the choice of consumers for purchasing the products that are offered by the firm.
Social media has emerged as the best way for assessing new business opportunities and
identifying the key decision areas for the business.
Theme 4: Ways through which Consumer choice can be influenced by social media.
Gensler, Völckner and Wiertz, (2013) has mentioned that technology is opening door for
business ventures to reach to a large consumer base. Making use of social networking sites such
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as Facebook, Twitter, Instagram, Google+ and You tube through which buyers can be made
informed. Regular videos and news about products and services that are offered by the firm can
be uploaded.
In addition to that comments of viewers can also be taken seriously so that weaker areas
of the business could be identified and improvements can be made in them as per the needs and
requirement of buyers. In addition to that discounts schemes offered by the firm can also be
described to the buyers so that their response could be identified and on the basis of that services
and products could be delivered by the firm.
1.4 Writing a research project specifications
Introduction
This is one of the research instrument for the study as it includes number several tools
and techniques to complete the study. This type of model is essential in collecting the data to
analyse the impact, social media is having on the choice of consumer's of Primark.
Research philosophy
This is considered as the belief of researcher on the way data is gathered. This can be
divided into two type: Positivism and interpretivism. In this study, Positivism has been selected
because it will help the researcher to attain the objectives and aim (Taylor, Bogdan, and DeVault,
2015). This is being carried out in more structured way which will be helpful in gaining
important information which was earlier collected by observations.
Research design
This can be divided into two parts, one is Descriptive and other is exploratory research
design. In the present study, exploratory research design has been used. This will aid in finding
out the difficulties faced by the researcher during this study and the solutions to overcome those
problems (Mackey and Gass, 2015). The findings of this will be helpful in understanding the role
social media will play in order to influence the consumer's of Primark.
Research Approach
Inductive and deductive are the two approaches used for doing any research. In this
research. Inductive approach has been used, so that the researcher will develop a theory which is
based on the results of the analysis of data (Blumberg, Cooper and Schindler, 2014). This is the
best way by which existing theories and principles can be assessed in order to understand the
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impact of social media. It is very essential because on the basis of this approach, theories will be
developed on analysing the collected data.
Research strategy
Research can be conducted by using either qualitative or quantitative research strategy. In
the present study, researcher has used qualitative strategy. This will give them guidance to
undertake various theories and models which will provide easy understanding of the research and
getting the desired outcome.
Data collection
Primary and secondary data collection helps in gathering the data which can be used to
carry out this study. Secondary data is collected from journals, books and newspaper. The data is
already being used. This research was done by using primary data collection technique. Proper
questionnaire was developed which was having both open and close ended questions. The
collected information is very fresh regarding the impact of social media on consumers.
Sampling
Sampling is of two types, one is probabilistic and other is non-probabilistic. In this
research, the scholar is using random sampling technique which helps in distributing the
questionnaire, so that proper result can be obtained. The aim is to use both the techniques to find
out the influences social networking medium is having on customers.
Data analysis
It is very important to analyse the collected data. So qualitative research strategy is being
used for the collection of data by using thematic analysis. Researcher used this analysis to
evaluate subject matter and obtain desired results. This is the best way for conducting qualitative
data analysis in the most effective way.
Research contribution :- The outcomes of the study will help for evaluating the ways that could
be used for improving the social media presence of the chosen firm. Ways through which Use of
social networking platform can be taken in better way by the organizations will be identified
through the research study. Future scholars will also get benefited from the findings of the
research study and it will help them in completing their research work in more effective way.
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1.5 Providing an appropriate plan and procedure for the agreed specification
Explanation about Gantt chart :- All the activities which needs to be completed in the research
work have been mentioned in the Gantt chart. Time duration of every activity in which the needs
to get completed has been described. In addition to that complete plan in which the entire
research project needs to be completed have been mentioned.
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TASK 2
2.1 Matching the resources efficiently to meet the research questions
The research is conducted with the aim to analyse the impact of social media on
consumer choice in the context of Primark. It is essential that resources should be used properly
so that entire study could be completed successfully. There is need of human resource so that the
survey could be completed effectively. In addition to that financial resources are also required so
that buyers could be made aware about the products that are offered by the firm. Physical
resources are also required so that all the essential functions could be completed successfully
8

2.2 Undertaking the proposed research investigation in accordance with the agreed specifications
Introduction :- Primary data will be collected by preparing a questionnaire. In the
questionnaire closed ended questions have been mentioned. All the participants will be asked to
mark their choice in the questionnaire. Data received from each questionnaire will be evaluated
and on the basis of that data analysis will be performed. Total 8 questions have been mentioned
in the questionnaire.
QUESTIONNAIRE
Name:
Age:-
(1) Are you an active user of social networking sites such as Twitter, Facebook, Instagram and
YouTube?
(a) Sometimes (b) Frequently (c) Very frequently (d) Never
(2) What is your frequency for using social networking sites?
(a) Frequently in a day (b) Only Once in a day (c) Few times in a week (d) Once in a week
(3) Have you ever seen advertisement of Primark on various social networking sites?
(a) Yes (b) No (c) Not sure
(4) Have you purchased clothing and other confectionery products of Primark by getting
attracted through advertisements that are posted on social sites.
(a) Yes (b) No (c) Not sure
(5) Advertisements placed on social sites provides authentic and reliable information about
attributes and features of product. Kindly mark your level of satisfaction of agreement
(a) Strongly agree (b) Agree (c) Neutral (d) Disagree (e) Strongly disagree
(6) Your purchasing decision gets influenced by promotional advertisements and videos that
you watch online. Kindly mark your level of agreement.
(a) Strongly agree (b) Agree (c) Neutral (d) Disagree (e) Strongly disagree
(7) Regular information is provided by Primark on attractive discounts offered by the firm on its
9

clothing range. Kindly mark your level agreement.
(a) Strongly agree (b) Agree (c) Neutral (d) Disagree (e) Strongly disagree
(8) Do you Refer advertisement that you have watched on social sites to your friends and family
members?
(a) Yes (b) No (c) Not sure
2.3 Recording and collecting the required data
Theme 1 : Customers are active user of social networking sites such as Twitter, Facebook,
Instagram and YouTube.
Response Frequency
Sometimes 5
Frequently 14
Very frequently 11
Never 10
Analysis :- From the above table it can be stated that Customers are active user of social
networking sites such as Twitter, Facebook, Instagram and YouTube.
Theme 2 : Customers frequently use social networking sites.
Response Frequency
Frequently in a day 15
Only Once in a day 14
Few times in a week 8
Once in a week 3
10

Analysis :- From the above table it can be observed that Majority of the respondents have stated
that they frequently use social media sites.
Theme 3 : Customers have seen advertisement of Primark on various social networking sites.
Response Frequency
Yes 18
No 10
Not sure 12
Analysis :- From the above table it can be analysed that majority of customers have seen
advertisement of Primark on various social networking sites.
Theme 4 : Customers purchase clothing and other confectionery products of Primark by getting
attracted through advertisements that are posted on social sites.
Response Frequency
Yes 19
No 15
Not sure 6
Analysis :- From the above table it can be analysed that majority of Customers purchase clothing
and other confectionery products of Primark by getting attracted through advertisements that are
posted on social sites.
Theme 5 : Advertisements placed on social sites provides authentic and reliable information
about attributes and features of product.
Response Frequency
Strongly agree 17
11

Agree 11
Neutral 2
Disagree 5
Strongly disagree 5
Analysis :- From the above table it can be analysed that majority of the respondents strongly
agree that Advertisements placed on social sites provides authentic and reliable information
about attributes and features of product.
Theme 6 : Purchasing decision gets influenced by promotional advertisements and videos that
customers watch online.
Response Frequency
Strongly agree 21
Agree 10
Neutral 1
Disagree 3
Strongly disagree 5
Analysis :- From the above table it can be analysed that Majority of the respondents are strongly
agree that Purchasing decision gets influenced by promotional advertisements and videos that
customers watch online.
Theme 7 : Regular information is provided by Primark on attractive discounts offered by the firm
on its clothing range.
Response Frequency
Strongly agree 22
Agree 11
12

Neutral 2
Disagree 1
Strongly disagree 4
Analysis :- Majority of the respondents have stated that they are strongly agree that Regular
information is provided by Primark on attractive discounts offered by the firm on its clothing
range.
Theme 8 : Consumers Refer advertisement that you have watched on social sites to your friends
and family members.
Response Frequency
Yes 19
No 15
Not sure 6
Analysis :- From the above table it can be evaluated that majority of the consumers Refer
advertisement that they have watched on social sites to your friends and family members.
3.1 Using the proper Research evaluation techniques
It is critical that researcher should make use of effective research evaluation techniques
so that better outcomes from the study could be gained. Qualitative research design has been
used and 8 different themes have been prepared on the basis of the data and information
available with the buyers. Thematic analysis techniques have been used in the present study and
on the basis of that themes have been prepared. In every theme response given by candidates
have been recorded and on the basis of that data and information have been analysed.
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3.2 Interpretation and analysis of results an terms of original research specification
Interpretation and analysis of information.
Theme 1 : Customers are active user of social networking sites such as Twitter, Facebook,
Instagram and YouTube.
Interpretation :- It can be observed from the graph that 14 respondents have stated that they are
frequently using social networking sites such as Twitter, Facebook, Instagram and YouTube. 5
respondents have stated that they are frequent user of these sites. 11 users have described that
they are frequent users of social networking sites and 10 respondents have described that they
never use social networking sites.
14
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.
Interpretation :- It can be seen in the above chart that 15 respondents have stated that they use
social networking sites frequently in a day. 14 participants have stated that they use social
networking sites only once in a day. It has been stated by 8 participants that are using social sites
only few times in a weak. 3 respondents have mentioned that they are making use of social
networking sites only once in a weak.
15
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.
Interpretation :- From the above chart it can be analysed that 18 customers have stated that they
have seen advertisement of Primark on various social networking sites. In addition to that 10
participants have stated that they have seen advertisement of Primark on various social
networking sites. Moreover it has been stated by 12 respondents that they have seen
advertisement of Primark on various social networking sites.
16
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.
Interpretation :- It can be stated from the above chart that 19 participants have stated that they
purchase clothing and other confectionery products of Primark by getting attracted through
advertisements that are posted on social sites. 15 participants have given their response in No and
6 respondents have stated that they are not sure.
17
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.
Interpretation :- It can be observed from the above chart that 17 customers have stated that they
are strongly agree with the fact that Advertisements placed on social sites provides authentic and
reliable information about attributes and features of product. 11 respondents have stated that they
are agree with the fact. Response of two participants is neutral and 5 participants are disagree
and 5 respondents are strongly disagree with this fact.
18
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.
Interpretation :- It can be observed from the above chart that 21 respondents have mentioned
that they are strongly agree that Purchasing decision gets influenced by promotional
advertisements and videos that customers watch online. 10 participants have mentioned that they
are agree with this. Response given by 1 candidate is neutral and 3 respondents are disagree and
5 respondents are disagree with this.
19
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.
Interpretation :- It can be observed from the above graph that it has been stated by 22
respondents that they are strongly agree that Regular information is provided by Primark on
attractive discounts offered by the firm on its clothing range. 11 respondents are agree with this
and 2 respondents are neutral. 1 participants is disagree and 4 respondents are strongly disagree
with this fact.
20
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.
Interpretation :- It can be observed from the above graph that it has been stated by 19
respondents that Consumers Refer advertisement that you have watched on social sites to your
friends and family members. 15 respondents have mentioned their response in no and 6
participants have stated their response in Can't say.
21
Yes No Not sure
0
2
4
6
8
10
12
14
16
18
20 19
15
6
Column C

3.3 Recommendations for area of further research
It is recommended that Primark can enhance its presence on social networking sites so
that positive and effective relationships can be build with the consumers. Assistance can be taken
from an leading IT solution provider company for developing their stronger IT presence.
Company can also make efforts for organizing training program for their staff members so that
proper training could be provided to them.
IT department can also be given information about various social sites where company
wants to make improvement its presence. Along with this efforts could also be made for taking
viewpoints of consumers so that weak performing areas of business could be identified and on
the basis of that improvements could be made in that. One more approach that could be used by
management of Primark firm is to regularly make interaction with the buyers so that their needs
and requirements could be met on daily basis.
TASK 4
To : Directors of Primark company
From : XYZ
Date : 21th July
Subject :- Presenting the analysis of research findings
Executive Summary
The present report has been prepared with the aim to analyse the impact of social media
on consumer choice in the context of Primark. The report explains about impact of social media
on consumer choice. Findings of the research identify the ways that could be used by
organization for influencing their consumer choice through social media platform. Suggestions
and recommendations for making positive improvements in the consumer choice. Findings
gained from the research study are as mentioned :-
Theme 1 : Customers are active user of social networking sites such as Twitter, Facebook,
Instagram and YouTube.
22

Theme 2 : Customers frequently use social networking sites. Theme 3 : Customers have
seen advertisement of Primark on various social networking sites.
23
Sometimes Frequently Very frequently Never
0
2
4
6
8
10
12
14
16
5
14
11
10
Column C

24
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.
Theme 4 : Customers purchase clothing and other confectionery products of Primark by
getting attracted through advertisements that are posted on social sites.
25
Yes No Not sure
0
2
4
6
8
10
12
14
16
18
20
18
10
12
Column C
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.
Theme 6 : Purchasing decision gets influenced by promotional advertisements and videos
that customers watch online.
26
Strongly agree Agree Neutral Disagree Strongly disagree
0
2
4
6
8
10
12
14
16
18 17
11
2
5 5
Column C
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.
Theme 8 : Consumers Refer advertisement that you have watched on social sites to your
friends and family members.
27
Strongly agree Agree Neutral Disagree Strongly disagree
0
5
10
15
20
25
22
11
2 1
4
Column C

28
Yes No Not sure
0
2
4
6
8
10
12
14
16
18
20 19
15
6
Column C

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Online
Primark. 2017. [Online]. Available Through:<https://www.primark.com>. [Accessed on 14th
July, 2017].
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