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

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
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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
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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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