Effect of Social Media on Consumer Buying Behaviour: A Study on Sainsbury

This report analyzes the impact of social media on consumer buying behaviour in Sainsbury. It explores the significance and role of social media in influencing customer decision-making, and recommends strategies to minimize negative impact and enhance positive impact of social media on retail consumers. The report includes a literature review, research methodology, findings and analysis, and recommendations.

Business Management

ABSTRACT
Social media is considering as significant platform in order to build and develop virtual
networks as well as communities. There are various benefits of social media platform for
business that will lead to have positive impact on overall sales and profitability of business.
Moreover, literature review part is helpful to understand the concept social networking on buying
behaviour of consumer in retail sector. Various significance and role of social media and
platform on consumer buying behaviour in Sainsbury and this influences the decision making of
consumer regarding the purchase with Sainsbury. Apart from this, recommend strategies for
minimizing negative impact and enhance positive impact of social media on retail consumer

Table of Contents
ABSTRACT.....................................................................................................................................2
Table of Contents.............................................................................................................................3
Glossary...........................................................................................................................................1
List of Tables...................................................................................................................................1
List of Figures..................................................................................................................................1
List of Appendix..............................................................................................................................2
TOPIC: “To identify the effect which social media has on consumer buying behaviour: A study
on Sainsbury”...................................................................................................................................2
INTRODUCTION...........................................................................................................................2
Background..................................................................................................................................3
LITERATURE REVIEW................................................................................................................4
To develop the concept social networking on buying behaviour of consumer in retail sector.. .4
To examined the significant and role of social media and platform on consumer buying
behaviour in Sainsbury................................................................................................................5
To understand the influence with social media platform on the decision of consumer regarding
the purchase with Sainsbury........................................................................................................6
To recommend strategies for minimizing negative impact and enhance positive impact of
social media on retail consumer..................................................................................................8
RESEARCH METHODOLOGY...................................................................................................10
FINDINGS AND ANALYSIS......................................................................................................16
CONCLUSION AND RECCOMENADATIONS........................................................................24
Recommendations..........................................................................................................................25
REFERENCES..............................................................................................................................26
Appendix........................................................................................................................................29
Appendix 1: Questionnaire:.......................................................................................................29
Appendix 2: Frequency distribution table.................................................................................30

Glossary
Omni-channel- Integration of various channels
Accumulation- Collection
Critical realism- Research Philosophy approach.
Determination- Strength of mind, willpower
Accessible- Easily reached
List of Tables
Table 1: The concept of social networking on customer buying behaviour
Table 2: Significant and role of social media and platform on consumer buying behaviour in
Sainsbury.
Table 3: Influence with social media platform on the decision of consumer regarding the
purchase with Sainsbury
Table 4: Different several strategies for minimizing negative impact and enhance positive impact
of social media on retail consumer.
Theme 5: Social media have positive impact on customer buying behaviours
Table 6: Various kinds of social media which is used by customer to buy effective products.
Table 7: Various factors that influence consumers in buying process
Table 8: Any suggestion for further improvement.
List of Figures
Figure 1: The concept of social networking on customer buying behaviour
Figure 2: Significant and role of social media and platform on consumer buying behaviour in
Sainsbury.
Figure 3: Influence with social media platform on the decision of consumer regarding the
purchase with Sainsbury
Figure 4: Different several strategies for minimizing negative impact and enhance positive
impact of social media on retail consumer.
Figure 5: Social media have positive impact on customer buying behaviours
1

Figure 6: Various kinds of social media which is used by customer to buy effective products.
Figure 7: Various factors that influence consumers in buying process
List of Appendix
Questionnaire
Frequency Distribution Table
2

TOPIC: “To identify the effect which social media has on consumer buying
behaviour: A study on Sainsbury”.
INTRODUCTION
Social media can be describe as the computer based technology that is effective for sharing
ideas and views with various other people. This is considering as significant platform in order to
build and develop virtual networks as well as communities. There are various benefits of social
media platform for business that will lead to have positive impact on overall sales and
profitability of business. Social media assume the significant part in buying conduct of the
customer and ensure about the high effect over their business. It is crucial that company have
idea regarding customer buying behaviour in order to take right and accurate decision regarding
business. While through which that could be having the high effect over their association for
which the customer can without much of a stretch ensure about their buying cycle. It has been
determined that social media play crucial role in influence the behaviour of customers towards
the products and services offered by respective company. This report is based on Sainsbury
Company. This organisation is conducting its business practices in retail market area and
providing high quality products and services to potential customers. Sainsbury organisation was
developed in year 1869 and founder of this company is John James Sainsbury. Head office of
this company is located at London, England, UK. There are several kinds of products and
services offered by Sainsbury organisation such as Hypermarket, superstore, supermarket,
convenience shop and many more. All of these are effective in order to meet with the needs and
requirements of customers. This report is based on research topic that is to identify the effect
which social media has on consumer buying behaviour. In this information regarding social
media has been analysed and evaluated. This report includes significance of social media
practices in order to enhance customer purchasing decision as well as meeting with the needs of
customers. There are different approaches has been considered in order to collect and analyse
data in appropriate and accurate manner.
Background
Social media lead to have high impact in business and its practices. There are several benefits
that could be gained by organisation by conducting business practices through social media. It
has been determined that while having the business through social media that could help the
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business in having the advantages. Through which that could help the organisation for thinking
about the turn of procedures. In any case if the social media likewise have adverse consequence
over the business in which they can't have the benefits. This may be occurred while due to
having the less survey on the products. Most of the customers of Sainsbury organisation are on
social media and this will lead to influence it customer base. The social media buyer purchasing
conduct is the examination of how individuals and affiliations select and use things and
organizations. Social media is very helpful for business and it seems to enhance business
operations while conducting different task and activities in appropriate manner. This assist in
influence large number of customers as well as gaining their trust so that customer purchases
products and services offered by respective company.
Aim
" To identify the effect which social media has on consumer buying behaviour: A study
on Sainsbury".
Objective
 To develop the concept social networking on buying behaviour of consumer in retail
sector.
 To examined the significant and role of social media and platform on consumer buying
behaviour in Sainsbury.
 To understand the influence with social media platform on the decision of consumer
regarding the purchase with Sainsbury.
 To recommend strategies for minimizing negative impact and enhance positive impact of
social media on retail consumer.
Research question
 What is the concept social networking on buying behaviour of consumer in retail sector?
 What is the significant and role of social media and platform on consumer buying
behaviour in Sainsbury?
 What is the influence with social media platform on the decision of consumer regarding
the purchase with Sainsbury?
 What are different recommend strategies for minimizing negative impact and enhance
positive impact of social media on retail consumer?
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LITERATURE REVIEW
To develop the concept social networking on buying behaviour of consumer in retail sector.
As per the views of Naeem (2021), it has been analysed that social networking is crucial
part of business that is conducting its practices in retail market area. This will lead to affect
performance and functioning of business as well as directly influence buying behaviour of
customers. Now a days it is very important that company have idea regarding the buying
behaviour of customers so that right and accurate decision could be taken by respective
company. The social media platform has been utilized by the brands to lessen the gap with their
designated customers. Social media has presented social platforms, for instance, YouTube,
Facebook, Twitter, WhatsApp, and Pinterest through which the organizations elevate their
products to the customers. All of these social media platforms are significant for increasing
networking practices of respective organisation with its potential customers. These social
networking sites are providing effective platforms to companies for conducting several
engagement activities with the motive of attracting and influencing large number of customers
towards business. The social media has turned into a new and engaging way as the world has
turned into an overall substance and complete incorporation of information dispersals shared
through social media. Through this social networking practices Sainsbury company is able to
engage with its potential customers along with this develop better and strong relationship with
them. There are number of factors and elements according to which buying behaviour of
customers will be influenced. It is important for respective organisation to analyse and evaluate
different aspects according to which buying behaviour of customers will be influenced and it
might lead to directly impact on sales of business. It has been analysed that through the support
of social media networking organisation is able to conduct web campaigns, advertisements,
creative videos, social media engagement practices and so on. all of these will directly influence
purchasing decision of customers.
To examined the significant and role of social media and platform on consumer buying
behaviour in Sainsbury.
According to the views of McClure (2021), it has been determined that social media will lead to
have major or significant impact over customer buying behaviour. There are several benefits and
roles of social media that will lead to assist in influence customer decision making to purchase
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products. Social media has turned into an necessary piece of the people's life. It has has majorly
impacted the buying decisions of the customers. During the past years, these social media's rise
gave the marketing experts the opportunity to arrive at their customers quicker. This assist
marketers to successfully and effectively conduct marketing practices to influence large number
of customers towards business The organizations' web-based mission and advancement through
social media are helped convincing elements from different multimedia channels. Marketing mix
has turned into a significant part of the wonder of social media. The major role and significance
of social media or its platforms on consumer buying behaviour is mention below –
 Increase awareness about products – Social media practices are considered to be
very effective and significant in order to increase awareness regarding the products
and services offered by respective company. This play important role in increasing
awareness about the products so that large number of customers have right and
accurate information regarding the products and services offered by Sainsbury
company. Social media play the part for the business development and improvement
for which they can ensure about those things which may be significant for them in
having the turn of procedures. it has been determined the high awareness regarding
the company offering as well as products will lead to have positive impact on
organisational sales. If customers are correctly and appropriately aware regarding the
products and services offered by company then it will be more interested in
purchasing products of Sainsbury.
 Conducting promotional practices – Social media includes several platforms and
sites that play important role in performing advertisement and promotional practices.
it is crucial and significant role of social media that creative and innovative
advertisements are developed so that more and more customers are influenced
towards the offering of customers. it has been identified that promotional activities
have high impact in converting customers in potential customers as well as
influencing them to purchase offered products of company. Through social media
promotional activities customers will have right and accurate understanding about the
products and lead to positively impact customer decision making.
 Social media influencer – There are various social media influenced that have
millions of followers. This will lead to have major impact on attracting and influence
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customers towards the offering of products. Customer follow social media influenced
and promotion of products and services of Sainsbury through social media influencer
will support in attracting customers as well as developing trust of potential customers
on respective business along with its products and services.
To understand the influence with social media platform on the decision of consumer regarding
the purchase with Sainsbury.
According to the views of Ioanas (2021) it has been analysed that social media platforms will
lead to have positive influence over purchasing decision of customers. Social media in
organisation have their high effect over through which they can undoubtedly have their more
assessment for which they can without much of a extend ensure about those things which may be
significant for them in having their greater turn of procedures. It is essential for respective
company that is Sainsbury to enhance social media practices with the motive of gaining trust of
customers along with this getting engage with potential customer base. A social media
additionally help the business for thinking about the different patterns and ensure about the
numerous things which is by all accounts significant for them in having the high moral issues for
their association. The major influence of social media platforms on the decision of customers for
purchasing products and services of Sainsbury company is mention below -
 Develop positive image – Social media assist company is developing positive and
effective image in customers mind set. It has been analysed that by performing several
activities at social media platform Sainsbury company will be able to enhance its image
in market area. The customer can likewise come to think about their different sorts of
products and services on the lookout while having the social media account. It is
important for company to develop positive image so that large number of customers
purchase products and services of respective company. Social additionally have adverse
consequence towards their image in which they can ensure about the excellent of
products and administrations. This will help in attracting and influence large number of
customers and encourage them to purchase products and services that is offered by
Sainsbury organisation.
 Gain trust of customers – It is essential for respective company to gain trust of customers
with the motive of influencing them to purchase products and services of company.
Through the support of social media practices Sainsbury company is able to conduct
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various customer engagement practices that assist developing better relationship with
potential customers base. By enhancing relationship as well as gaining trust of customers,
respective company will be able to positively influence purchasing decision of customers.
This helps in improvement is sales and profitability of business in effective manner.
Gaining trust of customers will help in increasing customer base of respective company
as well as meeting with desired objectives.
 Attract more customers – Social media is consider to be very effective and efficient in
order to attract large number of customers towards company. it has been analysed that
social media practices will lead to have positive impact on business as it helps in
providing message and idea of organisation to large market area. This is effective and
significant strategy to influence more and more customers towards business as well as
lead to attract large number of customer base so that respective organisation can
successfully enhance its business practices. There are various social media platforms
which could be consider by company for influence customers towards business as well as
increase sales and profitability of organisation. This could be consider as one of the major
significant impact of social media practice on business that will help in increase sales and
overall performance of organisation
To recommend strategies for minimizing negative impact and enhance positive impact of social
media on retail consumer.
As per the views of Florenthal (2019), it has been analysed that there are different
recommendation that needs to be consider by respective company for increasing positive impact
of social media as well as reducing negative impact. It has been analysed that social media has
both positive and negative impact on business operations. It is crucial for respective company
create different strategies of organisation that will support in enhancing positive impact as well
as minimizing negative impact so that Sainsbury organisation can effectively and efficiently
conduct organisational practices as well as attain desired objectives. There are some
recommendation that could be adopted by Sainsbury manager in order to enhance its business
practices in retail market area with the support of effective social media practices.
Recommendation in context of Sainsbury company is mention below in detail -
 Adopt an omnichannel social presence – It is recommended that respective organisation
needs to consider omni channel as the source of interacting with customers. This could be
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consider as the one of the effective and efficient way that will support respective
company to communicate with its customers as well as provide them information
regarding the products and services offered by organisation. Sainsbury company have
opportunity to develop strong and effective relationship with its customers by adopting an
omni channel for social presence. This will lead to increase communication and
interaction between customers and respective company. Through this, Sainsbury
company will be able to identify and determine the needs and wants of customers. This
will lead to effectively and efficiently full fill customers expectation and help in
converting large number of customers as the potential customers of the business.
 Brand building – Social media will help respective company to develop effective and
efficient brand in market area. It has been determined that Sainsbury company is able to
use social media to supplement existing marketing campaigns. This will help in
enhancing and improving brand image of company so that it will lead to increase in sales
and profitability. Brand building is very important for company dealing in retail market
area. so it is recommended that Sainsbury company is considering social media in order
to increase business effectiveness. It has been analysed that by considering social media
as the useful tool of marketing campaigns it will be able to increase the positive impact of
social media as well as reduce negative impact. By developing brand it will be able to
successfully and effectively use social media activities and it will lead to enhance overall
functioning and performance of business.
 Provide personalized experience – It is recommended to Sainsbury company to provide
personalized experience to its customers so that they are more attracted and influenced
towards the products and services offered by organisation. It has been analysed that now
a days customers more prefer personalized experiences with the motive of meeting
different needs and requirements of customers. so Sainsbury company can use this as the
effective tools to communicate and interact with customers so that it can provide proper
personalized products and services to customers. This strategy will help in increasing the
impact of social media in market area as well as reducing its negative influence on
business. By providing personalized experiences to its customers it will be able to
develop strong relationship with its customers. This will support in developing positive
brand image of respective company in market area as well as gaining edge over other
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rival companies. So personalized experiences is effective for improving overall
functioning and performance level of business.
 Develop effective content – It is important for respective organisation to focus on
creating effective content while conducting social media marketing. Developing
effective content can be describe as the practice of business in which it is focusing of
providing right and accurate information to customers or audience. This will lead to have
major positive impact on business. it has been recommended that Sainsbury organisation
should adopt the strategy of social media content as this will lead to attract more and
more customers towards business. through effective content respective company will be
able to inform customers in creative and innovative manner so that each and every
customers is well aware regarding the offerings of the business. There are various
platforms of social media where respective company can post its content as well as
improve its positive impact on business.
 Social media influencer - It has been analysed that now a days social media influencers
play significant and important role in organisation that will lead to have major affect on
functioning and performance of business. it has been determined that social media
influencer are consider as the role model for its followers and customers will like to
purchase products and services which is suggested by its social media influencer. So
through the support of this practice respective organisation will be able to engage more
customers with the business as well as enhance positive impact. Social media influencer
can assist company in posting creative video or image of the Sainsbury products so that
more customers are influenced towards the business.
RESEARCH METHODOLOGY
Research methodology is a systematic and analytical strategy that might assist in the
systematic completion of the research procedure. It is vital to examine methodological approach
since it can assist the researcher in providing the correct guidance so that the entire study
assignment can be completed correctly. It is similar to a path blueprint that must be followed by
the researcher step by step in order for the researcher to obtain the desired results. This process is
broken down into several stages, that are mentioned as follows -
Research Philosophy: This is regarded as the belief which is associated with techniques
which is utilised for intent of accumulating data associated with chosen topic. Moreover, this is
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regarding data which is to be accumulated, utilised and there after further determined through
researcher in respect of research task. In addition to this, there are mainly categorised in
Ontology, Epistemology and many more. There are essentially three kinds of philosophies which
incorporate axiology, ontology and epistemology. All philosophies are effectual according to the
needed of investigations. Few of them are described below:
 Ontology: Respective kind of research philosophy is utilised for describing reliability
nature. Moreover, this incorporates basically three aspects which are constructivism,
objectivism and pragmatism. All kind aids into procedures of gathering appropriate data
as well as thereafter developing their upcoming analysis within investigation.
 Epistemology: Respective research philosophy aids researcher within procedures of
accumulating data based upon chosen particular topic. Additionally, it is categorised into
three which is positivism, interpretive and critical realism. This assists into data
accumulation method, developing their evaluation and utilising the data.
 Axiology: Respective philosophy assists to learn regarding variable as well as their impact
into way of information analysis as well as accumulation is developed into specific
research. Also, it is much useful in considering of individuals conceptions with regards to
associated topic.
Based upon the above described philosophies, this may be analysed that whole
philosophies are helpful for intent of determining data. But in respect of current investigation
task, positivism philosophy utilised epistemology would be chosen as a portion of investigation
philosophy. In addition to this, the key benefits of utilising positivism philosophy is those which
aids in gathering of data, applying and thereafter further determining the quantitative information
which would assists in accomplishment of dissertation. In comparison to other philosophies, the
positivism philosophy is cost effectual as well as do not take more time according to key intent
of accomplishing pre- specified gaols. The other advantage of this is that, it would aids in
determination of data into statistical way. Among all explained positivism philosophy is used to
attain the goals and aim of research in much efficient and systematized way. In comparison to
another, positivism philosophy is undertaken as one of the effective aspects within current
investigation work. Also, it would render investigator into method of having effectual data base
which is reliable for intent to reach towards accurate conclusion and suggestions.
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Research approach: It is defined as the process for intent of determining accumulated
data in much effectual as well as appropriate way. Moreover, this is an approach which is
essentially categorised into two that incorporates deductive as well as inductive approach.
Additionally, these are much useful for intent to analyse as well as render the procedures of
gathering information. There are essentially two data approaches such as inductive and
deductive. Inductive approach is explained as the kinds of approach which assists as well as
enable researcher into development theory procedures and do not accept already formed theory.
While on other side, deductive approach is associated with other approach which is much useful
in determining quantitative as well as statistical data. Respective approach is associated with
gathering of numerical data. This is mainly helpful in evaluating primary data in order to
accumulate directly from known sources.
For this research, deductive approach is opted as it is much practical approach. It is so,
this aid into procedure of identifying statistical kind of data. Also, it is also not much time taking
as well as helps investigator in attainment of research aim and objectives in much efficient way.
Research Choice: Research Choice is much helpful in introducing data accumulation
method associated with particular subject or topic. Moreover, this aids to have accurate,
authentic and reliable data. In addition to this, it essentially categorised into three kinds which
incorporates mixed, multi mixed and mono method. Whole these are much useful into
procedures of accumulating data with regards to specific topic.
 Mono method: This is regarded as the aspect which depends upon research choice in
which researcher needed only singular kind of data. Moreover, investigator is needed to
develop choices among qualitative as well as quantitative method selection. In addition to
this, it is chosen through investigator when this is called whether qualitative or
quantitative.
 Mixed method: A respective aspect is associated based upon other kinds of research task
which may assist into procedures of accumulating both qualitative as well as quantitative
data. Additionally, this is also one of the effectual methods which may assists
investigator in accumulation of data according to research aim and objectives.
 Multi-method: This is considered as vital research choice which is similar to mixed
method which is much useful within procedures of providing procedures of accumulating
both quantitative as well as qualitative data.
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Within respective investigation based upon the needs of research aim and objective to
accomplish, researcher would concentrates upon utilisation of mono method. Within it, there
would be utilisation of quantitative research which would assist investigator into procedure of
gathering numerical as well as statistical information. In addition to this, it would aids in
attaining needed facts, figures which would drive towards valid as well as relevant data in
comparison to qualitative information. Also, into this investigation task researcher would able to
concentrates upon accumulating qualitative data so that objective of research may be attained
into specified time duration.
Research strategy: This is undertaken as one of the essential research strategy method
which is crucial for intent of accumulating data related to chosen research topic. Moreover, it
may be categorised into several groups which involves case study, action research and others
methods are useful for gathering the information through strategy that have to be chosen based
upon researcher research choice. Some strategies are discussed below:
 Survey: Respective strategy may aids researcher in accumulating data directly from
sources. Moreover, it assists researcher in gathering statistical as well as quantitative data
from representatives.
 Action research: Respective research strategy is effectual into academic as well a
education industry. Moreover, this essentially depends upon utilisation of professional
approaches as well as formulating acknowledging of professors and others.
 Experimental: respective research strategy aids in facilitating introduction associated with
investigation procedures development. In addition to this, it is much useful in
determining experiments against specific outcomes.
 Case study: Respective kind of research strategy assists to have focus upon particular
field which incorporates firms. Additionally, it is utilised into methods of needed
secondary data based upon particular topic.
Based upon the above, different strategies that are explained based upon their effectualness
level. Within respective investigation, survey strategy is chosen as this is less costly, accessible
to readers and others. There would be simple gathering of primary data as well as in going to
assists in enhancement of available resources usages.
Research design: This is described as techniques, frameworks and methods which would
be utilised through investigation for intent of accumulation, determination and thereafter future
13

utilises of particular form of data. In addition to this, there are mainly three form of research
design which incorporates experimental, explanatory and descriptive. All design of research are
explained below:
 Descriptive: Respective research design key intent is to identify the issues concepts,
circumstances and others. Additionally, this is also depends upon investigation in which
there is usages of quantitative data.
 Exploration: Respective kind of research design which is utilised for intent of
determining the problems of research when investigator does not focus on any prior data
for research intent as a reference.
 Experimental: Within this research design, there is evaluation of circumstances of the
manner respondents are determined various groups into specific experiment.
From the above several kinds of research design, it may be analysed that researcher has opted
descriptive research design which depends upon explaining as well as evaluating specific
population and circumstances. Within it, investigator concentrates upon gathering of quantitative
data based on pre-specified objectives into much systematized as well as appropriate way.
Data collection: This is undertaken as the aspects of gathering data from several sources
which may aids in managing overall practices as well as functions. Moreover, there are various
methods of gathering information which may be utilised in respect of research task. This
involves secondary as well as primary sources of data. For researcher, this become much
essential to opt reliable, accurate and valid method so that there is proper base of data which
depends upon that the specified results may be attained. The accumulation of information is
categorised into different prospects which involves secondary and primary data collection.
 Primary data collection: This is undertaken as the first hand data which is gathered for
intent of answering the question of research. Moreover, respective type is usually
accumulated by surveys, experiments and observations. Within respective research, there
would be utilised of questionnaires for intent of gathering data from determined target
segment of participants.
 Secondary data collection: this is regarded as the method where information is
accumulated from existent source which involves journals, books, sources and others.
Respective forms is already present data which is to be gathered from online available
14

through secondary sources. Within it, investigator concentrates upon addressing existent
gaps into already existent information.
For this research, both primary and secondary method of data accumulation is selected.
Primary method is depends upon utilising reliable as well as effective data which may be
gathered from determined respondents target segment. Additionally, the present research topic is
to identify the effect which social media has on consumer buying behaviour. While secondary
method of data collection is applied for intent of addressing gaps systematically with aids of
journals, books and others. It is utilised to perform the literature review. Primary data is gathered
through formulating the questionnaires.
Sampling: This is regarded as the procedures in which there is particular sample which is
drawn from overall population. Additionally, this is a simple procedure for determining the all
data. In addition to this, it becomes vital for researcher to choose respondents based upon the
requirements of pre-specified aims and objectives. It is categorised into probability as well as
non probability sampling methods. Probability sampling is undertaken as method which assists
into procedure of opting ample from particular individuals. It depends upon randomisation
principle which is random selection. This is much difficult method in comparison to non-
probability sampling method. While on other side, non-probability sampling is considered as
sampling which depends upon respondent’s selection with particular criteria. For this research,
probability sampling is chosen. The sample size chosen for study is 30 that are chosen from
Sainsbury’s staff.
Time horizon: This is considered as method which depends upon that effective time which is
schedules according to laid aims & objectives. Moreover, this would assist investigators to
schedule all activities as well as work into much systematic way which may be attained in simple
and convenient manner. In addition to this, there are mainly two forms of time horizons which
involves longitudinal as well as cross sectional. Longitudinal time horizon is undertaken as
aspects which are to be scheduled into that manner which it can undertake longer time duration.
While one other side, cross sectional is also the vital time horizon method which undertakes
lesser time duration in comparison to longitudinal one. Within respective research, researcher
would be utilising cross sectional time horizon which would aids into procedures of all task
15

accomplishment in much appropriate way. As it would assists in accomplishment of research
objectives into specified time frame with greater effectiveness.
Valid and reliability of research
The information have been utilised to have effective option for that this might be simple in
performing research. Moreover, it also assists to understand the several aspects that could be
essential in having appropriate prospects. Within respective investigation, the researcher have
undertaken valid information wherein it come to acknowledge related to how data has been
accumulated as well as simply assures to have effectual approximation in gatherings of
information. The data collection has been performed while utilizing several consumers opinions
as well as it's ideas regarding how it assures that purchasing goods by having social media
performance. Additionally, the sources have been gathered while applying appropriate websites
for that in upcoming times it might be simpler for forming those kinds of investigation. Whereas
it could be also vital for understanding how investigator ensures for having gathering of
information. Apart from this, it might be also crucial to know about how investigator has
accumulated the sources.
Ethical consideration
It might be having the study that should be performed through utilizing valid sources for it they
has been attached at last of the investigation. Wherein, consumers have accomplished the
respondents as well as assures that several things that could be essential. In addition to this, the
information has been accumulated while applying past ten years information and ensures that
several sources which have been gathered from undertaking optimistic manner. Also, the
perception of clients has been consider from effective aspects and also assures appropriate
gathering of data that could be essential to understand about how study would aids in having
those forms of investigation.
FINDINGS AND ANALYSIS
It is essential part of research as this assists investigator to attain the aim and objectives of
research into stipulated time duration. Additionally, the data analysis is stated as the method of
determining data related to topic. For it, deductive approach would be utilised through
investigator to evaluate quantitative accumulated data. Moreover, frequency distribution analysis
is regarded as analytical techniques that would be obeyed through scholar. In addition to this, it
is vital tool for investigator as this renders assistance to determine quantitative information into
16

facilitated time period. In order to utilise this tool, investigator would needs to formulate
frequency distribution table as well as divide overall table into singular table based upon the
research questions. Also, respective technique would aids scholar through time saving as well as
rendering valid results in simple way. Beside it, MS-EXCEL software would also applying
investigator to develop graphs as per the research questions. Hence, frequency distribution
analysis as well as MS-EXCEL would be helpful for researcher to determine quantitative data
and accomplish the aim & objectives of research.
Frequency distribution table
Q1. Do you aware about the concept of social networking on customer
buying behaviour?
Frequency
Yes 26
NO 4
Q2. What is the significant and role of social media and platform on
consumer buying behaviour in Sainsbury?
Frequency
Increase awareness about products 10
Conducting promotional practices 12
Social media influencer 8
Q3. What is the influence with social media platform on the decision of
consumer regarding the purchase with Sainsbury?
Frequency
Develop positive image 10
Gain trust of customers 5
Attract more customers 15
Q4. What are different several strategies for minimizing negative impact
and enhance positive impact of social media on retail consumer?
Frequency
Adopt an omni-channel social presence 18
Brand building 7
Provide personalized experience 5
Q5.According to you, Is social media have positive impact on customer
buying behaviours?
Frequency
True 28
False 2
17

Q6. What are the various kinds of social media which is used by customer
to but effective products?
Frequency
Facebook 11
Twitter 9
Instagram 10
Q7. What are the various factors that influence consumers in buying
process?
Frequency
Cultural factor 16
Psychological factor 8
Information factor 6
Q8. Any suggestion for further improvement
Interpretation
Theme 1: The concept of social networking on customer buying behaviour.
Q1. Do you aware about the concept of social networking on customer
buying behaviour?
Frequency
Yes 26
NO 4
Figure: 1
18

Interpretation: Social networking is known to be crucial part of business that is conducting its
practices in retail market area. This will lead to affect performance and functioning of business
as well as directly influence buying behaviour of customers. Now days it is very important that
company have idea regarding the buying behaviour of customers so that right and accurate
decision could be taken by respective company. Moreover, social networking sites are providing
effective platforms to companies for conducting several engagement activities with the motive of
attracting and influencing large number of customers towards business. The social media has
turned into a new and engaging way as the world has turned into an overall substance and
complete incorporation of information dispersals shared through social media. In addition to this,
support of social media networking organisation is able to conduct web campaigns,
advertisements, creative videos, social media engagement practices and so on. All of these will
directly influence purchasing decision of customers. So, based upon the above graph, it has been
interpreted that among 30 respondents 26 are in favour of yes and rest 4 of them are saying no. It
represents that various people have knowledge about the social networking concepts on
consumers buying process.
Theme 2: Significant and role of social media and platform on consumer buying behaviour
in Sainsbury.
Q2. What is the significant and role of social media and platform on
consumer buying behaviour in Sainsbury?
Frequency
Increase awareness about products 10
Conducting promotional practices 12
Social media influencer 8
19

Figure 2.
Interpretation: There are various significant and role of social media and platform on consumer
buying behaviour in Sainsbury such as increase awareness about products, performing
promotional practices, social media influencer and others. So, based upon the above graph, it has
been interpreted that among 30 respondents, 10 are in favour of increase awareness about
products. While 12 are saying performing promotional practices as they know that it is crucial
and significant role of social media that creative and innovative advertisements are developed so
that more and more customers are influenced towards the offering of customers. it has been
identified that promotional activities have high impact in converting customers in potential
customers as well as influencing them to purchase offered products of company. Through social
media promotional activities customers will have right and accurate understanding about the
products and lead to positively impact customer decision making. And rest 8 of them are
responding towards social media influence. So, from the interpretation, it has been seen that the
key significant and role of social media and platform on consumer buying behaviour in
Sainsbury is conducting promotional practices. As more number of respondents are in favour of
it.
Theme 3: Influence with social media platform on the decision of consumer regarding the
purchase with Sainsbury.
Q3. What is the influence with social media platform on the decision of
consumer regarding the purchase with Sainsbury?
Frequency
20

Develop positive image 10
Gain trust of customers 5
Attract more customers 15
Figure 3.
Interpretation: Social media platform have influences upon the decision of consumer regarding
the purchase with Sainsbury. Such as develop positive image, gain trust of customers, and attract
more consumers and many others. So, based upon the above graph, it has been interpreted that
among 30 respondents, 10 are saying develop positive image, 5 are responding towards gain trust
of customers and rest 15 of them are in favour of attract more consumers. As most of the people
have knowledge that a main influence is, this attract more customer. the reason behind this is that
social media practices will lead to have positive impact on business as it helps in providing
message and idea of organisation to large market area. This is effective and significant strategy
to influence more and more customers towards business as well as lead to attract large number of
customer base so that respective organisation can successfully enhance its business practices.
There are various social media platforms which could be consider by company for influence
customers towards business as well as increase sales and profitability of organisation.
Theme 4: Different several strategies for minimizing negative impact and enhance positive
impact of social media on retail consumer.
Q4. What are different several strategies for minimizing negative impact Frequency
21

and enhance positive impact of social media on retail consumer?
Adopt an omni-channel social presence 18
Brand building 7
Provide personalized experience 5
Figure 4.
Interpretation: There are different several strategies such as adopt an omni channel social
presence, brand building, provide personalised experience and so on which is helpful in
minimizing negative impact and enhance positive impact of social media on retail consumer. So,
based upon the above graph, it has been interpreted that among 30 respondents, 18 are in favour
of adopt omni channel social presence, 7 are responding towards brand building and rest of them
that is 5 are saying provide personalise expediencies. From interpretation, it has been analysed
that adoption of omni channel is effective strategy. As this will support respective company to
communicate with its customers as well as provide them information regarding the products and
services offered by organisation. Sainsbury Company have opportunity to develop strong and
effective relationship with its customers by adopting an omni channel for social presence. This
will lead to increase communication and interaction between customers and respective company.
Through this, Sainsbury Company will be able to identify and determine the needs and wants of
customers. This will lead to effectively and efficiently full fill customers expectation and help in
converting large number of customers as the potential customers of the business.
22

Theme 5: Social media have positive impact on customer buying behaviours.
Q5.According to you, Is social media have positive impact on customer
buying behaviours?
Frequency
True 28
False 2
Figure 5
Interpretation: Based upon the above graph, it has been interpreted that among 30 respondents,
28 are responding towards true. As they have the knowledge about the social media effectively.
Also it is helpful in attracting more and more customers towards business, providing
personalized experiences to its customers, developing strong relationship and gaining edge over
other rival companies. it also improve overall functioning and performance level of business.
And rest 2 of them are in favour of false.
Theme 6: Various kinds of social media which is used by customer to buy effective
products.
Q6. What are the various kinds of social media which is used by customer
to buy effective products?
Frequency
Facebook 11
Twitter 9
Instagram 10
23

Figure 6
Interpretation: There are various kinds of social media platform such as facebook, twitter and so
on which is used by customer to buy effective products. Based upon the above graph, it has been
interpreted that among 30 respondents, 11 are saying face book, 9 are responding towards twitter
and rest 10 of them are in favour of Instagram.
Theme 7: Various factors that influence consumers in buying process.
Q7. What are the various factors that influence consumers in buying
process?
Frequency
Cultural factor 16
Psychological factor 8
Information factor 6
24

Figure 7
Interpretation: There are several factors such as cultural psychological, information and others
that influence consumers in buying process. Based upon the above graph, it has been interpreted
that among 30 respondents, 16 are responding towards cultural factors, 8 are saying
psychological factor and rest 6 of them are in favour of information factors.
Theme 8: Any suggestion for further improvement.
Q8. Any suggestion for further improvement.
Interpretation: For future improvement, It has been suggested to respective entity that they opt
effective social media platform for their organisational benefits. Also, social media additionally
help the business for thinking about the different patterns and ensure about the numerous things
which is by all accounts significant for them in having the high moral issues for their association.
CONCLUSION AND RECCOMENADATIONS
As per the above report, it has been concluded that social media as significant platform in
order to build and develop virtual networks as well as communities. There are various benefits of
social media platform for business that will lead to have positive impact on overall sales and
profitability of business. Additionally, Research methodology is also performed as it can assist
the researcher in providing the correct guidance so that the entire study assignment can be
completed correctly. It is similar to a path blueprint that must be followed by the researcher step
by step in order for the researcher to obtain the desired results. In addition to this, this has been
25

concluded that both methods is applied through investigator to collect and accumulate efficient
data related to impact of staff motivation scheme to employee motivation. In addition to this,
positivism philosophy as well as deductive approach is utilized through researcher in this study.
Additionally, these methods assisted investigator to collect and evaluated data. Also,
questionnaire is utilized through investigator as this helped them to facilitate relevant
information
Recommendations
As per the above analysis, some recommendations are provided to Sainsbury:
It has been recommended that they have to adopt Omni channel. As this will support
respective company to communicate with its customers as well as provide them information
regarding the products and services offered by organisation. Sainsbury Company have
opportunity to develop strong and effective relationship with its customers by adopting an omni
channel for social presence. This will lead to increase communication and interaction between
customers and respective company. Through this, Sainsbury Company will be able to identify
and determine the needs and wants of customers. This will lead to effectively and efficiently full
fill customers expectation and help in converting large number of customers as the potential
customers of the business.
In addition to this, it has been also recommended that respective company have to opt
effective social networking sites and platform. As socials media platforms will lead to have
positive influence over purchasing decision of customers. Social media in organisation have their
high effect over through which they can undoubtedly have their more assessment for which they
can without much of an extend ensure about those things which may be significant for them in
having their greater turn of procedures. It is essential for respective company that is Sainsbury to
enhance social media practices with the motive of gaining trust of customers along with this
getting engage with potential customer base. A social media additionally help the business for
thinking about the different patterns and ensure about the numerous things which is by all
accounts significant for them in having the high moral issues for their association.
26

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29

Appendix
Appendix 1: Questionnaire:
Questionnaires
Q1. Do you aware about the concept of social networking on customer buying behaviour?
Yes
NO
Q2. What is the significant and role of social media and platform on consumer buying
behaviour in Sainsbury?
Increase awareness about products
Conducting promotional practices
Social media influencer
Q3. What is the influence with social media platform on the decision of consumer
regarding the purchase with Sainsbury?
Develop positive image
Gain trust of customers
Attract more customers
Q4. What are different several strategies for minimizing negative impact and enhance
positive impact of social media on retail consumer?
Adopt an omni-channel social presence
Brand building
Provide personalized experience
Q5.According to you, id social media have positive impact on customer buying behaviours?
True
False
Q6. What are the various kinds of social media which is used by customer to but effective
products?
Facebook
Twitter
Instagram
Q7. What are the various factors that influence consumers in buying process?
30

Cultural factor
Psychological factor
Information factor
Q8. Any suggestion for further improvement.
Appendix 2: Frequency distribution table
Q1. Do you aware about the concept of social networking on customer
buying behaviour?
Frequency
Yes 26
NO 4
Q2. What is the significant and role of social media and platform on
consumer buying behaviour in Sainsbury?
Frequency
Increase awareness about products 10
Conducting promotional practices 12
Social media influencer 8
Q3. What is the influence with social media platform on the decision of
consumer regarding the purchase with Sainsbury?
Frequency
Develop positive image 10
Gain trust of customers 5
Attract more customers 15
Q4. What are different several strategies for minimizing negative impact
and enhance positive impact of social media on retail consumer?
Frequency
Adopt an omni-channel social presence 18
Brand building 7
Provide personalized experience 5
Q5.According to you, Is social media have positive impact on customer
buying behaviours?
Frequency
True 28
False 2
Q6. What are the various kinds of social media which is used by customer Frequency
31

to but effective products?
Facebook 11
Twitter 9
Instagram 10
Q7. What are the various factors that influence consumers in buying
process?
Frequency
Cultural factor 16
Psychological factor 8
Information factor 6
Q8. Any suggestion for further improvement
32