Consumer Behaviour Research Paper

RESEARCH
PROJECT

Table of Contents
Title..................................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Define the methodologies. .........................................................................................................3
LITERATURE REVIEW................................................................................................................6
REFERENCES..............................................................................................................................11
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Title
“To analyse the impact of social media advertisements on consumer purchase behaviour.” A
study on Tesco.
INTRODUCTION
In order to sustain in the competitive environment, it is rudimentary for the organisations and
management to attracts more and more customers. Customer behaviour greatly influence the
productivity and profitability of the organisation (Simmonds and Spence, 2017). Companies
utilises numerous tactics in order to attract and retain customers. In the era of digitalisation,
organisation effectively using social media platform like YouTube, Facebook, Instagram to
commercialise their products and services to large number of users at optimum cost. In this
context, the following research will focus on the impact of social media advertising on consumer
purchase behaviour by analysing study on Tesco. Tesco is one of the leading supermarket and
retail store incorporating in United Kingdom. It has a total of 6553 within and outside United
Kingdom (Srivastava and Wagh, 2017). This implies that humongous amount of customers are
associated with the organisation. In this research, the investigator will focus on three core areas.
Researcher will shed light on consumer purchase behaviour, the impact of social media on
consumer purchase behaviour and the factors that affects consumer purchase behaviour. Precise
methodologies will be used and time scale will be provided that will demonstrate the series of
activities researcher will going to perform in the specific duration. By following this, researcher
will be able to accomplish the aim and objectives of the study.
Research aim and objectives
The aim of research “To analyse the impact of social media advertisements on consumer
purchase behaviour.” A study on Tesco.
Objectives
 To investigate the consumer purchase behaviour.
 To examine the influence of social media advertisement on consumer purchase
behaviour. To identify the factors that transforms behaviour of consumers
Research Questions

 What is consumer purchase behaviour?
 How social media advertisement influences consumer purchase behaviour? What are the factors that transforms behaviour of consumers?
Background of study
There is no doubt that consumers highly affects the productivity and profitability of the
organisations. Researchers in their respective study contends that consumers can either lead the
organisation towards success or drags it down towards its dissolution (Nair and Dhivya, 2017. In
this study, researcher will examine the consumer purchase behaviour and which factors greatly
affects the behaviour of consumers. In current era, social media led a significance impact on
people especially on youth. By taking advantage of social media and its enormous power,
management of organisations able to increase their customer base effectively. They promote and
advertise about their products and services on the social media through which organisations able
to attracts more and more custoemrs effectively and efficiently. Researchers have conducted
their analysis in the respective field thus making easier for researcher to gather relevant articles
and journals through which research can be made.
Rationale of Research
The research study will aid in enhancing the level of knowledge of the researcher as he or
she will able to get deeper insights about the subject matter. As social media and consumer
purchase behaviour are directly related to each other, researcher will able to develop his or her
level of knowledge and learnings. Furthermore, researcher will also able to get familer about
Tesco which is one of the leading supermarket of United Kingdom. He or she will able to
develop education about the impact of social media commercials developed by Tesco and its
impact on their target customers behaviour. The reason for conducting the research study was to
spread knowledge about the impact of social media marketing on the behaviour of consumers.
Significance of research
The research study will help the end users to develop learnings about the impact of social
media marketing and consumer purchase behaviour. After completion of the research study,
researcher will provide some key recommendations which can assists the organisation to
improve its branding strategy and social media marketing through which they can attracts more
and more customers towards the organisation. Eventually, senior researchs and academicans will
be able to comprehend the research and compare it with their research so that robust arguments
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