Social Media Marketing and Customer Ordering Decision in the Retail Sector
Added on 2020-06-03
34 Pages8102 Words229 Views
RESEARCHPROJECT
Table of ContentsINTRODUCTION...........................................................................................................................1Research Aim..............................................................................................................................1Research Objective......................................................................................................................1Research Question.......................................................................................................................2Rationale of the study.................................................................................................................2Significance of the study.............................................................................................................2LITERATURE REVIEW................................................................................................................3Concept of social media marketing.............................................................................................3Impact of social media on customer buying behaviour in the Retail sector...............................3Relationship between social media and customer buying decision............................................4RESEARCH METHODOLOGY.....................................................................................................5Research Philosophies.................................................................................................................6Research approach......................................................................................................................7Research techniques....................................................................................................................8Data collection............................................................................................................................9Research design.........................................................................................................................10Sampling...................................................................................................................................10.................................................................................................................................................11TIME-SCALE................................................................................................................................11INTRODUCTION.........................................................................................................................13Background study.....................................................................................................................13Research Purpose......................................................................................................................13Research Aim............................................................................................................................13Research Objective....................................................................................................................13Research limitation...................................................................................................................13RESEARCH METHODOLOGIES...............................................................................................13Research Philosophies...............................................................................................................14Research approach....................................................................................................................14Research techniques..................................................................................................................14
Data assessment........................................................................................................................14Sampling...................................................................................................................................14DATA ANALYSIS .......................................................................................................................15CONCLUSION..............................................................................................................................25Recommendations for purchase behaviours..................................................................................26Appendix........................................................................................................................................27References......................................................................................................................................30
INTRODUCTIONIn order to get effective success and growth in the competitive business environment, it isvery important for corporation to keep customer satisfy. If buyers are happy with product andservices then company can easily earn expected profitability and growth in the market. Hence, itis very important for corporation to understand customer behaviour and their requirementregrading product and services. It is also very important to deliver right information to themabout services and items so as they can acquire correct information about the brand and purchaseproduct and services according to their requirement (Beard, 2014). At the time of purchasing thecommodity, several kinds of element affects customer behaviour and decision of purchasing.Thus, it is significant for organisation to understand customer behaviour and associated factorsthat may changes their nature f purchasing. Corporation can use several strategies and practicesof effective marketing through which it can promote its brand in more effective manner. Withhelp of impressive strategies business unit can successfully introduce its brand and influencecustomer for purchasing product and services.Social media marketing is one of the excellent practice in present era by which companycan promote and advertise commodity and services in more effective way. It is the platformwhere customer and corporation get connects with each other and share their information witheach other. There are several channel's comes in the social media platforms such as You tube,Facebook, Twitter etc. With help of these channels, company can promote and advertise theirproduct and services in the market and influence customers regarding their purchasing decisionof commodities and services.In the present report, researcher have major aim is to evaluate the influence of socialmedia on the purchase behaviour of customers in the retail sector. Thus, for address this purposescholar will use qualitative research technique along with thematic analysis.Research AimTo evaluate the influence of social media on the purchase behaviour of consumers in the retailsector of UK- A study on Tesco. Research ObjectiveTo determine the use of social media in Tesco for promoting goods and services.To assess the relationship between social media and purchase behaviour of customersin Tesco.1
To analyse the way in which social media advertising impacts upon the buyingdecision of Tesco’s customers.To recommend effective strategies of social media marketing to Tesco to positivelyinfluence the decisions taken up by the customers while buying goods.Research QuestionHow Tesco uses social media to promote its goods and services?What is the relationship between social media and buying behaviours of Tesco’sconsumers? How social media marketing done by Tesco impacts upon the purchase decisions oftheir consumers?Rationale of the studyAt the time of selecting research topic for proposed report, scholar have affected byseveral elements. One of the major factor that affects researcher choice is his own interest andcuriosity regarding social media marketing and its impact upon customer decision making relatedto product and services. Scholar actually desires to gain detail knowledge and understandingabout subject because individual has involved in this from long time. Researcher has sufficientinformation related to social media marketing and its impact upon the business organisation andcustomer buying behaviour.Significance of the studyIn the current research study, researcher have main aim is to examine the impact of socialmedia on purchasing decision of customer in the Retail sector UK. With help of social media,company can easily promote and advertise its product and services in the market and influencecustomers for purchasing it. There is a huge scope of the social media in the retail sector becauseit helps to improve business performance and speed of marketing activities. This research studyprovides the detail knowledge and understanding about the significance of social media and itsimpact upon the customer buying behavior and nature. By applying this study in the retail sectormanager can easily acknowledge about importance of social media marketing. Furthermore,manager can also identify the various criteria and tactics to influence customer behavior by applysocial media marketing strategy within the business. Hence, it can be said that in the retail sector,there is huge importance of social media marketing in the customer buying behavior as socialmedia marketing affects to the decision of customer at the time of purchasing.2
LITERATURE REVIEWConcept of social media marketingAccording to the view of Yuksel, Yuksel and Bilim, (2010) social media marketing is aprocedure under which company uses several channels of social media for promote and advertiseits product and services in the market. In these channels includes You Tube, Facebook, Twitter,instagram etc. With help of several channels, company gets touch with customer and transferinformation to them regarding product and services. It is a wide platform where everyone candirectly connect with organisation and provide them opinion, feedbacks and review regradingproduct and services. In the opinion of Yoshida and James, (2010) company have to create theaccount on the page of various channels for operate marketing activities on these platforms likeFacebook, Instagram, twitter etc. Hence it can be said that social media marketing refers totechniques that target social networks and applications to spread brand awareness and promoteparticular product and service in the market. In this marketing, corporation is supposed to use thesocial media platforms and websites to promote and advertise commodity and services. Socialnetworking advertising alludes to strategy that objective interpersonal organizations andapplications to spread brand mindfulness or advance specific items. It is a type of webadvertising that use long range informal communication sites as a promoting systems. It helps topartnership in getting immediate criticism from client and increment the brand picture in thebrain of client. With help of web-based social networking showcasing, organization can withoutmuch of a stretch advance its item and administrations in the market inside a brief time frame. Itis a wide stage through which everybody can specifically associate with association. During thetime spent online networking showcasing, organization utilizes the different web-based socialnetworking sites and interpersonal organizations with a specific end goal to advance its item andadministrations. It enables advertisers to utilize a wide scope of strategies and methodologies toadvance substance web-based social networking showcasing is a viable and simple process fororganization in light of the fact that by utilization of this it can straightforwardly connect with theclients and get the survey and proposal for the item and administrations.Impact of social media on customer buying behaviour in the Retail sectorIn the perspective of Taylor, Bogdan and DeVault, (2015) in the business enterprise,customer is a king and entire profitability is depends upon customer satisfaction. Thus, it is veryessential for business unit to make satisfy customer and deliver product and services accordingly.3
In order to identify actual customer taste, requirement and feedback regarding product andservices, social media platforms helps to business unit in large manner. By engaging with socialmedia, company can easily identify actual requirement of customers regarding services andimprove its existing performance of business. In the pinion of Smith, (2015) social mediamarketing helps to customers also in getting knowledge and information about services anditems. On these platform, customer can place feedback and review and other customer can easilyread. Thus, it can be said that at the time of purchasing commodity and services, social mediahelps to company in influencing service users purchasing decision. By help of social mediacorporation place several posts, pictures, video, links etc regarding product and services throughwhich customer can get detail knowledge and set their perception regarding the same. By seeingattractive images, pictures, videos etc of product and services customer's purchasing decision caninfluence. Thus, it can be said that with help of mentioned channels buyers decision ofpurchasing product and service influence. Furthermore, with help of these channels, customercan get other service users reviews, feedback and opinion regarding product and services. Thishelps them in taking the decision regarding purchasing of product and services.According to the opinion of Ryu, Lee and Gon Kim, (2012) social media affects the perceptionof customer regarding brand because they provide regular updates to them regarding changes inthe product and services.Relationship between social media and customer buying decisionIn the opinion of Bruhn, Manfred, Schoenmueller and Schäfer, (2012) social media andcustomer purchasing behaviour is very significant relationship because while company postseveral images, video, information regarding product and services then it directly affects themind of customers. Online networking is considered as a compelling medium, which empowersthe organizations to offer a changed scope of items and administrations, which impact thepurchasers and their purchasing conduct. It can be evaluated that there are distinctive kinds oforganizations who transfer their items via web-based networking media. Further, it can benoticed that different sentiments and audits can be acquired in the part of the items andadministrations used by different buyers. This will empower the potential purchasers to shapechoices as to the buy of products and ventures. Likewise, as per the perspective of Chan, Ling,and Guillet, (2011) using online networking, connection between the buyers and brands can beset up. For an occasion, by having a communication over the rating of a specific brand on4
Facebook or Yelp, criticism of costumers can be gotten. In this way, this is the real reasonthrough which the decision can be influenced with regards to the items. Likewise, if theappraisals are bad, at that point buyer decisions will be redirected and inclination will be the highevaluated item or administrations. In the opinion of Dinan, (2000) in the retail sector while customer searches the productand services on the social media then other customer reviews, comments and feedback can affectthe purchasing decision of service users in the high manner. If there is positive comments andreviews of customer regarding product and services then buyer will automatically influence inpositive manner. On the other hand if there is negative comments of customer on the socialmedia regarding product and services then customer's buying decision can negatively influence.In the contradicting view Fotis, John, Buhalis and Rossides, (2012) stated that customer buyingdecision of product and services is not only influence by other customers reviews and feedbacksbut also attractive designs, post, video, pictures affects decision of buyers regarding purchasingof product and services. If company post regular updates regarding the product and services thenit will also affect purchasing decision of customers. Through the assistance of online networking,business can make mindful the costumers with respect to their image and different viewpoints.Additionally, with its assistance, it can be evaluated that buyers get perceivability of the businessassociations. Further, shoppers are given a considerable measure of decisions of variousorganizations and furthermore they can admire scattering of awesome arrangements of data;notwithstanding it the data with respect to the items and administrations can likewise be lookedthrough. It empowers the purchaser to sign on to informal communication locales like Facebookand have an investigation of the thought and input with respect to a specific item. Alongside it,the more data is probably going to be accessible for the buyers by an organization, the more theywill tend to purchase that item for the fulfillment of their needs and needs. RESEARCH METHODOLOGYIn the entire research study, research methodology plays a very crucial role by whichinvestigator can able to analyse and interpret collected information. It is a very important aspectin the study that assist in addressing solution of research problem. There are various kinds of theresearch method included in this aspect such as data collection, sampling, data analysis, researchdesign, research strategy etc. By applied several methods in the investigation, researcher can ableto investigate the study and find out the best alternative solution to research problem. By5
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