Influence of Social Media on Consumer Purchases - Case Study on Waitrose

Added on - Dec 2020

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Research Project
Table of Contents
TASK 1............................................................................................................................................1
1.1 Introduction......................................................................................................................1
1.2 Aims and Objectives.........................................................................................................1
1.3 Literature review..............................................................................................................2
1.4 Research approach and methodology...............................................................................4
1.5 Timeline with expected outcome......................................................................................5
TASK 2...........................................................................................................................................7
2.1 Resources needed to carry out the research.....................................................................7
2.2 Undertake the proposed research investigation................................................................7
2.3 Recording and collecting data.........................................................................................9
TASK 3.........................................................................................................................................12
3.1 Research evaluation, analysis and interpretation...........................................................12
TASK 4 – Recommendation and conclusion.................................................................................17
REFERENCES..............................................................................................................................18
Appendix........................................................................................................................................20
TASK 1
1.1 Introduction
Social media is considering as current and appropriate pathway to reach wide range of
customers so that better and effective gain get promoted (Baker, Donthu and Kumar, 2016). For
every business organisation, social media influences purchasing power of consumer. Due to
maximisation of digital technology many customers become able to purchase quality products by
comparing it with others. This study is based on evaluation of influences of social media on
consumer purchase on Waitrose which consider as one of a retail outlet. For gaining better and
suitable outcome on the basis of user perspective association organise a study which enables in
gaining better and suitable decision regarding business enhancement.
Topic: “To evaluate influence of social media on consumer purchases – A case study on
Waitrose”
1.2 Aims and Objectives
Aims:It is a point of direct which need to follow in an investigation so that better and effective
gain could be estimated (Erkan and Evans, 2016). On the basis of such aspects for Waitrose
define aim stated as follow:
To evaluate influence of social media on consumer purchase -A case study on Waitrose
Objectives:It is a goal or aim which wants to accomplish through a study. Waitrose researcher
have to prepare several objectives which have to get accomplish in minimum time duration so
that better and effective gain gain.
To evaluate the use of social media in business operations
To determine the aspects of customers for making purchase effectiveTo examine benefits of support social media and its influence on consumer purchase
Research Question:These are some questions on which whole investigation is based on. It is
important to frame such questions and hypothesis which support further assistance. Waitrose
study frame some number of questions on the basis of objectives which specify as follow:
How business can use social media in their operations and activities?
How an organisation could measure aspects of customers for making purchase process
appropriate?
What are the benefits of social media in order to enhance purchase of customers?
1
1.3 Literature review
This project stated about use of social media and its influence on social media. For this
context, it is important to understand various scholar’s aspects and opinion properly so that better
and effective outcome could be accomplish. Literature review is a process in which various
individual aspects and opinion get consider for specified aims and objectives in order to gain
better and effective outcome. Waitrose need to understand use of social media and its direct
relationship with customer purchasing by concluding three objectives.
a) Use of social media in business operations
According to theErkan and Evans (2016), business is a part of various kinds of
modifications which have to take place with define time frame. There are various technologies
lead to take place in business and its operations which further support in gain and provide better
and suitable results. In such relation, social media is considering as best tool for making
operations effective in nature.
As per the view point ofGodey (2016), digital and new technological growth signifies
profit and revenue generation capacity of business. Thus, association can use social media as a
best technology for business from which marketing of various products and services become
possible.Social media support in promote and maximise the brand name of a company. It is
considering as best marketing tool which utilise by business firm in order to gain better and
supportive results.
Along with this, social media also enables to each wide range of customers on which
marketing consider as easy abbreviation. The chances to reach more and more users support
business as well in order to increase profit and productivity. Although, it reflects as best
marketing tool for an organisation so that more and more customers lead to get attract towards a
business. Waitrose can opt this technique into business so that they become able to make
offerings attractive in nature so that better and effective gain could be accomplishing.
b) Aspects of customers for purchase process
As per the view point ofHudson (2016), customers are the god of market and for a
business it is important to consider such users whom have potential and attract towards offerings.
Thus, for business, management need to find out the customer’s aspects properly and effectively
so that purchasing process become appropriate. Purchase become possible when an individual
has some basic wants and needs and product have potential to satisfy such wants.
2
On the basis ofKim and Johnson (2016), high purchasing power for a product state that
consumer have a ultimate relationship with goods and services. Business managers have to
evaluate and determine aspects of each and every user properly so that they facilitate effective
and appropriate purchasing of products and services.
A purchasing process always get vary from one organisation to another one but some key
features and elements get evaluated whom are similar. The consumer buying process have some
number of factors and elements which stated as follow (The Six Stages of the Consumer Buying
Process and How to Market to Them,2014):Problem identification:The first factor or element which starts purchasing process is
problem identification or need recognition. This is a first step which emphasis that every
organisation has to evaluate needs and wants first and then start follow other aspects of
investigation. This enable in order to manufacture similar goods and services which have
a link with user demand.Information search:The next step of study is to organise research which constitutes
about information. This is based on evaluation of various customer’s aspects so that
better and effective gain could be supported. Information search in business will lead to
enhance productivity by satisfying more and more users and support in gain competitive
advantage as well.Evaluation of alternatives:A customer always leads to find out best alternative of
market world. Evaluation of alternative is essential concept for an organisation through
which more and more satisfaction gets promoted. User usually prefer and determine best
alternative than a product from market which have lower range as well as more features.
Waitrose need to determine all alternatives effectively and then frame suitable strategy
for purchase process.Purchase decision:This stage associated with purchasing decision where user evaluate
and understand each and every option properly and effectively. Purchase decision is such
consent where customers think about working whether they have to buy such goods and
services or not. If a user’s walk away from purchase then management have to apply
suitable and relevant strategy to take them back again and enhance productivity and
profitability.
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