Research Project on Effect of Social Media on Consumer Choice - Primark

Added on - 21 Jul 2020

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RESEARCH PROJECT
TABLE OF CONTENTSINTRODUCTION..........................................................................................................................1TASK 1............................................................................................................................................11.1 Formulating and recording the research project outline......................................................11.2 Identification of factors which contribute towards selection of the research project.........21.3 Undertaking critical review of key references.....................................................................21.4 Writing a research project specifications.............................................................................41.5 Providing an appropriate plan and procedure for the agreed specification..........................6TASK 2...........................................................................................................................................62.1 Matching the resources efficiently to meet the research questions......................................62.2 Undertaking the proposed research investigation in accordance with the agreedspecifications...............................................................................................................................82.3 Recording and collecting the required data..........................................................................9TASK 3..........................................................................................................................................113.1 Using the proper Research evaluation techniques.............................................................113.2 Interpretation and analysis of results an terms of original research specification.............123.3 Recommendations for area of further research..................................................................20TASK 4.........................................................................................................................................20.......................................................................................................................................................20REFERENCES.............................................................................................................................21
INTRODUCTIONResearch topic selected :-Does social media affect the consumer choice- A study of PrimarkTASK 11.1 Formulating and recording the research project outlineSocial media has emerged as a global platform which is used by millions of people acrossglobe. People are using it for getting connected with their family and friends. Large number ofbusiness organizations are also making use of social networking sites for making their buyersknown about the products and services that are being offered by them. It is a cost effectivemedium for promoting the business and attracting more number of buyers for selling their goodsand 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 footwearproducts are also offered by the firm (Primark. 2017). Online presence of Primark is very strongand it provides added advantage to the firm for gaining loyalty of buyers. Attractive discountsand offers that are proposed by the firm are told to the buyers and with this more number ofpeople are encouraged for purchasing the goods and services that are offered by the firm.RESEARCH AIMS AND OBJECTIVESAIM: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 ofPrimark.To recommend the ways that could be used by Primark for influencing consumer’schoice 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 buyingbehaviour through social media?1.2 Identification of factors which contribute towards selection of the research projectMajor factor for selection of this research project is interest of the scholar in thisparticular area. This topic provides opportunity for understanding the importance of socialnetworking sites and its impact on the consumer choice. In addition to that vast amount ofinformation available on this selected topic is also one of the major factor that that hascontributed towards selection of the research project. Major factors that have motivated thescholar are as followed :-Area of interest :- I am interested in identifying the use of social networking sites for theorganisation. 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 collectingdata and information for completing the study. Planty of information is available on the topic andresources 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 theselection of the research project. Various sources such as Books, Journals, E-books andPublications are available which provide detailed information about the chosen topic of thestudy.Experience :- I have previous experience of working on the topics which are linked with the useof social media platform.1.3 Undertaking critical review of key referencesLiterature reviewTheme 1: Use of social media marketing.As per the viewpoints ofKimmel and Kitchen, (2014)Globalization has provided aplatform for the organizations to reach to a large number of consumers by selling their productsin 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 ongoingrelationships with the buyers of the firm. Social networking sites provide option for the buyersfor increasing their brand awareness. It also provides medium for increasing their brand positionin 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 andbuilding strong position of the brand.Gensler, Völckner and Wiertz, (2013)has defined thatNew firms are using social networking sites as these sites are rendering medium for enhancingthe visibility of the brand and cultivating the professional networks of the firm in an effectivemanner. Social sites offer a platform for growing and building positive relationship with thebuyers and influencing their choice towards purchasing products offered by the firm. Making useof social sites also provide a way for developing two-way interaction channel with the peopleand 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 amedium for making proper communication with the consumers about the products that are soldby them. These sites also offer a medium for generating new leads and this further helpsinboosting sales of the firm. Business is promoted in better and effective way and positiverelationship can be developed with the ventures that are working across nations. Social sites havechanged the perspectives through which organizations are getting connected, collaborating andcommunicating with their buyers.Theme 2: Concept of consumer choice.Consumer choice is defined as preferences given by buyers for purchasing a product orservice. There are various factors which influences the consumer’s choice. Oh, Ozkaya andLaRose, (2014) has explained that quality of products offered by the organization is one of themain element which affects the preferences made by the consumers. In addition to that attributesand features of the products are also major elements that affect the consumer choice and due tothis their decisions regarding purchasing a product is made. Hewson and Stewart, (2016) hasdefined that advertising and promotional campaigns organized by the firm also influences thedecisions made by the buyers for purchasing a product for the firm. Consumer choice is basicallya vast field. large number of organizationsgets affected by the decisions taken by the buyers forthe same.Theme 3: Impact of Social media on consumer choice.3
Bolton and Solnet, (2013) has mentioned that Social media is largest emerging platformwhich 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 theconsumers. In addition to that marketing activities and functions performed by the businessesalso gets affected by advertising and promotions done by business. Various social sites areFacebook, Twitter, Instagram, You tube, LinkedIn and Google etc.Active presence on these social sites provide a effective medium for attracting theconsumers and defining them about the features of products and services that are offered by thecompany.Laroche, Habibi and Richard, (2013)has mentioned that it is important that socialnetworking sites that are used by the business should be used properly so that it becomes easierfor the firm to manage their online relationship with the buyers. It is required that post on thesesites 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 formaking 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 meaningfuland valuable insight and through this response of buyers towards a particular choice could betaken. People read the information available on these sites. Moreover, these sites are a valuablemedium for increasing the brand awareness and loyalty and on the basis of that it becomes easierfor the firm to get connected with their consumers. Socail marketing is a cost effective mediumand it aid for targetting particular consumer segment.Kimmel and Kitchen, (2014)has explained that social networking sites help forgenerating leads and on the basis of those improvements could be made in the products andservices that are offered by the firm. Higher and converting leads about consumer choice couldbe generated and it will provide medium for making improvements in sales and profitability. Inaddition to that regular interaction that is made through social networking sites also helps forinfluencing 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 andidentifying 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 forbusiness ventures to reach to a large consumer base. Making use of social networking sites such4
as Facebook, Twitter, Instagram, Google+ and You tube through which buyers can be madeinformed. Regular videos and news about products and services that are offered by the firm canbeuploaded.In addition to that comments of viewers can also be taken seriously so that weaker areasof the business could be identified and improvements can be made in them as per the needs andrequirement of buyers. In addition to that discounts schemes offered by the firm can also bedescribed to the buyers so that their response could be identified and on the basis of that servicesand products could be delivered by the firm.1.4 Writing a research project specificationsIntroductionThis is one of the research instrument for the study as it includes number several toolsand techniques to complete the study. This type of model is essential in collecting the data toanalyse the impact, social media is having on the choice of consumer's of Primark.Research philosophyThis is considered as the belief of researcher on the way data is gathered. This can bedivided into two type: Positivism and interpretivism. In this study, Positivism has been selectedbecause 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 gainingimportant information which was earlier collected by observations.Research designThis can be divided into two parts, one is Descriptive and other is exploratory researchdesign. In the present study, exploratory research design has been used. This will aid in findingout the difficulties faced by the researcher during this study and the solutions to overcome thoseproblems (Mackey and Gass, 2015). The findings of this will be helpful in understanding the rolesocial media will play in order to influence the consumer's of Primark.Research ApproachInductive and deductive are the two approaches used for doing any research. In thisresearch. Inductive approach has been used, so that the researcher will develop a theory which isbased on the results of the analysis of data (Blumberg, Cooper and Schindler, 2014). This is thebest way by which existing theories and principles can be assessed in order to understand the5
impact of social media. It is very essential because on the basis of this approach, theories will bedeveloped on analysing the collected data.Research strategyResearch can be conducted by using either qualitative or quantitative research strategy. Inthe present study, researcher has used qualitative strategy. This will give them guidance toundertake various theories and models which will provide easy understanding of the research andgetting the desired outcome.Data collectionPrimary and secondary data collection helps in gathering the data which can be used tocarry out this study. Secondary data is collected from journals, books and newspaper. The data isalready being used. This research was done by using primary data collection technique. Properquestionnaire was developed which was having both open and close ended questions. Thecollected information is very fresh regarding the impact of social media on consumers.SamplingSampling is of two types, one is probabilistic and other is non-probabilistic. In thisresearch, the scholar is using random sampling technique which helps in distributing thequestionnaire, so that proper result can be obtained. The aim is to use both the techniques to findout the influences social networking medium is having on customers.Data analysisIt is very important to analyse the collected data. So qualitative research strategy is beingused for the collection of data by using thematic analysis. Researcher used this analysis toevaluate subject matter and obtain desired results. This is the best way for conducting qualitativedata analysis in the most effective way.Research contribution :-The outcomes of the study will help for evaluating the ways that couldbe used for improving the social media presence of the chosen firm. Ways through which Use ofsocial networking platform can be taken in better way by the organizations will be identifiedthrough the research study. Future scholars will also get benefited from the findings of theresearch study and it will help them in completing their research work in more effective way.6
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