Impact of Social Media on Consumer Buying Behavior in Woolworths Limited, Australia

This research study deals with the case study of Woolworths. The social media implementation in Woolworths enhances the customer buying behavior with the company. The main aim of this research report is to declining retention rate of consumers and gaining the turnover of the consumer because of a lack of effective marketing strategies.

Running head: INDUSTRY RESEARCH PROJECT
Impact of social media on consumer buying behavior in the case of
Woolworths Limited, Australia
Name of Student-
Name of University-
Author’s Note-

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Acknowledgement
I would like to express the deepest appreciation to my committee chair Professor _________,
who has the attitude and the substance of a genius: he continually and convincingly conveyed a
spirit of adventure in regard to research and scholarship, and an excitement in regard to teaching.
Without his guidance and persistent help this dissertation would not have been possible.
I would like to thank my committee members, Professor _______ and Professor _______, whose
work demonstrated to me that the impact of social media in enhancing the customer buying
behavior in Woolworths with comparative literature and modern technology, should always
transcend academia and provide a quest for our times.
In addition, a thank you to Professor _________, who introduced me to social media analysis,
and whose enthusiasm for the “underlying structures” had lasting effect. I thank the University of
_______ for permission to include copyrighted pictures as a part of my dissertation.

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Abstract
This research study deals with the case study of Woolworths. The social media implementation
in Woolworths enhances the customer buying behavior with the company. Woolworths Group
Limited is a retails store that operates through the Australian Food, Endeavour Drinks, Hotels,
Big W, New Zealand food and many more. The main aim of this research report is to declining
retention rate of consumers and gaining the turnover of the consumer because of a lack of
effective marketing strategies. This paper details the impact of social media on the buying
behavior of the customer and states different ways of social media that are adopted by
organizations to increase their sales. Many authors have stated the details of social media on the
customer buying behavior which are analyzed in this research paper. For analyzing the
importance of the social media, a survey has been conducted whose result are analyzed by
Statistical Package for the Social Sciences (SPSS) method.

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Table of Contents
Table of Tables................................................................................................................................3
Table of Figures...............................................................................................................................4
1. Introduction and Research Problem.............................................................................................5
1.1 Background............................................................................................................................5
1.2 Problem Statement.................................................................................................................6
1.3 Research aim..........................................................................................................................6
1.4 Research Question.................................................................................................................6
1.5 Outline of the study:..............................................................................................................7
2. Literature review..........................................................................................................................7
2.1 Conceptual understanding regarding social media and consumer buying behavior: A case
study of Woolworths Limited, Australia.....................................................................................7
2.2 Impacts of social media on consumer buying behavior: A case study of Woolworths
Limited, Australia......................................................................................................................12
2.3 Social media strategy to enhance the consumer buying behavior towards the products and
services: A case study of Woolworths Limited, Australia........................................................14
2.4 Research Gap:......................................................................................................................18
3. Methodology..............................................................................................................................18
3.1 Introduction..........................................................................................................................18
3.2 Research Philosophy (Post Positivism)...............................................................................18

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3.2 Research Approach..............................................................................................................19
3.3 Research Design..................................................................................................................19
3.4 Data Collection Method.......................................................................................................19
3.5 Sampling Method and Sample Size.....................................................................................20
3.6 Data Analysis Method.........................................................................................................21
3.7 Summary..............................................................................................................................21
4. Findings.....................................................................................................................................21
5. Discussion..................................................................................................................................37
6. Limitations and Conclusion.......................................................................................................48
7. Reference...................................................................................................................................51

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Table of Tables
Table 1: Tool, technique and process of data collection...............................................................19
Table 2: Sampling Technique and size..........................................................................................20
Table 3: Survey Response from the Respondents.........................................................................36
Table 4: Representing response of the respondents that specifies gender.....................................36
Table 5: Representing response of the respondents that specifies the age group..........................37
Table 6: Response regarding the social media use for gaining information..................................38
Table 7: Representing response about main reason for using social media..................................39
Table 8: Representing response about how social media helps to gain depth awareness about the
product or service..........................................................................................................................40
Table 9: Representing response of the respondents about impact of social media in purchasing
decision..........................................................................................................................................41
Table 10: Representing response showing social media affects the respondents for moving
towards the competitor brand........................................................................................................43
Table 11: Representing response showing which social media is highly used by the respondents
.......................................................................................................................................................44
Table 12: Representing response getting their beliefs about fast service of the company using
social media...................................................................................................................................45
Table 13: Representing response showing their believes about hiring celebrities or sportsperson
for promoting their brand...............................................................................................................46

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Table of Figures
Figure 1: Five stage model of purchasing behavior of customer...................................................10
Figure 2: Influence of Social Media that enhances purchasing decisions.....................................15
Figure 3: Gallup Influence of Social Media for Purchasing Decisions.........................................16
Figure 4: Customer Expecting Quick Service from Social Media................................................17
Figure 5: Response of the Respondents.........................................................................................38
Figure 6: Response of the Respondents.........................................................................................39
Figure 7: Response of the Respondents.........................................................................................40
Figure 8: Response of the Respondents.........................................................................................41
Figure 9: Response of the Respondents.........................................................................................42
Figure 10: Response of the Respondents.......................................................................................43
Figure 11: Response of the Respondents.......................................................................................44
Figure 12: Response of the Respondents.......................................................................................45
Figure 13: Response of the Respondents.......................................................................................46
Figure 14: Response of the Respondents.......................................................................................48

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1. Introduction and Research Problem
1.1 Background
The case study that is taken is the Woolworths Group Limited that operates on the retails
stores. This organization actually operates through the Australian Food, Endeavour Drinks,
Hotels, Big W, New Zealand food and many more. The Australian Food segment mainly
engages with the procurement as well as resale of the food products to all the customers who
lives in Australia (Woolworths.com.au, 2018). This organization has 1,008 supermarkets as well
as Metro stores. New Zealand Food that is involved in this helps in procurement and reselling of
the food and the drinks to the customers who lives in New Zealand. This New Zealand Food
segment mainly operates on total of 181 Countdown supermarkets and also are engaged in
wholesale operations. The segment of Endeavour Drinks mainly resells as well as procures liquor
products to the customers residing in Australia. The Endeavour Drinks has 1,545 liquor shops
under BWS brands and Dan Murphy. Endeavour Drinks also has online platforms that has
Summergate stores, winemarket.com.au, Cellarmasters and the Langtons. The segment of Big W
procures as well as resells the products of the general merchandise to all the customers residing
in Australia. There are 183 BIG W stores under this segment. The segment of the hotels mostly
offers hospitality as well as leisure services that includes drinks and food, entertainment, gaming,
as well as accommodation in Australia. This hotels segments of Woolworths operates almost 323
hotels that includes dining, gaming, and operations of venue hire, accommodation, and bars
(Woolworths.com.au, 2018). There is one other segment that is involved in the business of
property leasing. The Woolworths Group Limited generally has strategic alliance with Caltex
across convenience, food wholesale, fuel supply, loyalty, and redemption. Previously, the

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company was known as the Woolworths Limited but has renamed its name to Woolworths
Group Limited in the year 2017. This company was founded in the year 1924 and is located in
Bella Vista in Australia.
1.2 Problem Statement
The key issue of Woolworths is declining retention rate of consumers and gaining the
turnover of the consumer because of a lack of effective marketing strategies. This investigation is
practiced to assess the “Impact of social media on consumer buying behavior in the case of
Woolworths Limited, Australia” (Woolworth’s group, 2018). In an organization of Woolworths
limited, social media is implemented in marketing strategy as it can be significant to obtain the
immediate feedback and reviews from customers. This marketing strategy is also significant to
persuade the purchasing behavior of consumers with regards to products and services.
1.3 Research aim
The key aim of this research is to address the “Impact of social media on consumer
buying behavior: A case study of Woolworths Limited, Australia”. Following objectives will be
used to attain the key aim of investigation:
RO1: To analyze the conceptual understanding regarding social media and consumer
buying behavior: A case study of Woolworths Limited, Australia
RO2: To evaluate the impact of social media on consumer buying behavior: A case study
of Woolworths Limited, Australia
RO3: To recommend the social media strategy to enhance the consumer buying behavior
towards the products and services: A case study of Woolworths Limited, Australia

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1.4 Research Question
The above stated research objectives addresses the following research questions.
1. How to establish an understanding between the social media and the buying behaviors
of the consumer.
2. What are the impacts of social media on the buying behavior of customer?
3. What are the social media strategies that helps to enhance the consumer buying
behavior?
1.5 Outline of the study:
This research paper details the study of social media with that of the customer buying
behavior in the taken case study: Woolworths Group Limited. This research paper details impact
of the social media on the buying behavior of the customer and states the different ways in which
social media are adopted by organizations to increase their sales. Many authors have stated the
details of social media on the customer buying behavior which are analyzed in this research
paper. For analyzing the importance of the social media, a survey has been conducted whose
result are analyzed by Statistical Package for the Social Sciences (SPSS) method.
2. Literature review
2.1 Conceptual understanding regarding social media and consumer buying
behavior: A case study of Woolworths Limited, Australia
Kumar et al. (2016) the social media gives the marketers many opportunities so that the
business organizations can reach to their targeted customer in the social communities and
therefore construct a personal relationship in between the seller and the customer. The concept of

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social media has changed the creation of brand content, distributes the system, as well as
consumes the transferring the shape of the brand image from the marketers (Solomon et al.
2014). This can change the way of making a connection between the consumer and the
organization and also changes the content. There is a key role of social media in the luxury sector
for making a particular brand a successful one. Hajli (2014) has explained by considering an
example of Louis Vuitton (LV) videos on the Facebook page. LV has posts catwalk presentation,
providing all the fans of LV an opportunity for enjoying the catwalk show. Godey et al. (2016)
another example of this online social marketing is Burberry. This organization has launched
online shopping site for the consumer of China which offers a 24 hours online service via chat
systems. This particular brand has many accounts on the Chinese social media site. The local
celebrities then sends comments to Burberry account on the Weibo. In the year 2012, the
Burberry has all total of 180,000 followers in Weibo, which has increased from 90,000 in the
year 2011. Another social networking example explained by Ioanăs and Stoica (2016), the
company of Hermes launched an online site named as “J'aime mon carré” which means I love
my Scarf. This online website has signature square scarves. This online website of Hermes was
directly connected to its Facebook page that shows young girls wearing the scarves as turbans on
their head, tying scarves as tie, belts and also tie them around neck.
The interaction of the social media has altered the communication in between the
consumer and the brands. Schivinski and Dabrowski (2016) in one of the article found out that
the social interaction is very important startup for creating the content of the business that are
user generated. The social media concept offers assistance to social media and also provides
space for the discussion as well as exchange of the ideas. Erkan and Evans (2016) stated that
there is social interaction that describes the users about who contributes to the platforms of social

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media interaction and also helps them to the talk about some particular products or brands. Hajli
(2015) divided the group of social media in to two groups. Profile based group and content based
group. This division of group depends on nature of connection as well as nature of interaction.
The social media that is profile based mainly focuses on the individual member of the group
(Nadeem et al. 2015). The topics or the information that are related to members and main reason
is encouraging the users of social media for connecting with some particular topics or
information. On the other hand, the social media that is profile based encourages connection in
between the user and the consumer (Balakrishnan, Dahnil and Yi 2014). This is because the
profile based media are more interested in users who are behind the profile. This includes
Facebook, Whatsapp, or Twitter. The crises in economic mainly encourages the companies that
studies the links in between the brands and the consumers in great depth. Dessart, Veloutsou and
Morgan-Thomas (2015) stated that consumer buy luxury products mainly for two reasons. One
for their pleasure and other reason is because of the success symbol. According to Siamagka et
al. (2015), the social media maintains the future of the luxury brands which depends on the
balance in between both the motivations. According to Zhang and Benyoucef (2016), this
balance may change because of the geographical area. For example, the luxury goods where they
are produced as well as consumed and the countries where the luxury brands are recent
phenomenon a balance is to be maintained.
The consumers can buy the luxury products as the purpose of gifts. Despite in
motivations of the purchasing differences, the brand is the main way to establish a connection
with the consumers (Ngai et al. 2015). The perception of a consumer is mainly changed because
of the brand value and the attitudes of the customers also changes because of that. This may
include different brand awareness, image perceptions, as well as the preference for brand. The

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concept of developing brand equity resulted in many changes for the concept of brand. Zhang et
al. (2014) proposes a model for brand equity that provides a link in between the two dimensions
of a brand. This is brand awareness and bran image. Swani et al. (2017) defines the brand
awareness as strength of brand node, or tracing the memory brand where the ability of the
consumer is to identify brand under various conditions. The brand name occurs to the customer
and the ease is done with brand awareness. Javornik (2016) also defines the band image as the
perception with the brand where the associations of the consumer memory may reflect.
Customer Purchasing Behavior- According to Kumar and Reinartz (2018), the
customer buying behavior mainly states what a particular customer buys, where the customer
buys the product, how the customer buys the product as well as how often the customer buys the
product. Supporting the fact stated by to Kumar and Reinartz (2018), Stephen (2016) also
defined that purchasing behavior of the customer is the way where the individuals, business
choose, using of products or services, disposing of product and services, groups, experience or
ideas that satisfies the unique needs as well as wants of the customers. Another author Cantallops
and Salvi (2014) defined purchasing behavior of the customer is the study where all the activities
are required for obtaining , disposing as well as purchasing the services or the products that the
brand offers including decision making process.
Rambe, Matema and Madichie (2017) stated a five stage model diagram for the customer
buying behavior. The customer progress is maintained through a five stage model which is
shown in the figure below. The stages includes recognition of the problem, searching of
information, evaluating the alternatives, purchasing the decision, as well as post purchasing
behavior.

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Figure 1: Five stage model of purchasing behavior of customer
(Source: Rambe, Matema and Madichie 2017)
For the case of Woolworths, the company is having a Facebook page which is the most
appropriate way to interact with the customers. The customers informs as well as connects with
the business by becoming its followers on the Facebook page (Martini et al. 2018). According to
Woolworths.com (2017), the official Facebook page of Woolworths is an online community and
is a place where the user can interact with their business as well as celebrate with the business.
The business of Woolworths state that any kind of feedback is entertained on the social media
page and the company wants to make more followers and ore number of followers makes them
comfortable (Singh, Shukla and Mishra 2018). The company states the purpose of the Facebook
page by allowing their customer to follow the page with the opportunity for gathering the
information related to the product or the service (Kasian-Lew 2014). This Facebook page of the
Woolworth is to interact with the business on a daily basis.
On the Facebook page of Woolworths, the business basically allows a good interaction
among the customers and the followers. Woolworths mainly provides the followers with
opportunity so that they can work together with the business by reducing the poaching and also
be a part of anti-poaching initiative (Zhang and Moe 2017). This particular business states that if
their customers experience is the most valuable business and if the customer experience any
problems, or have any concern about the business, the customers may feel free to write
complaints, suggestions, as well as concerns on the Facebook page of the company (Meyer

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2014). Woolworths provides the customers with a General Enquiry form that are to be completed
by the users while enquiring the company. The forms submitted by the consumers are sent to the
employees or business officials as soon as possible (Govender 2017). In this way the social
media tool is used by Woolworths in establishing connection in between the user and the
business, thus providing a proper customer care and ensures customer satisfaction.
2.2 Impacts of social media on consumer buying behavior: A case study of
Woolworths Limited, Australia
According to Richards and Devin (2016), the marketing on the social media is not a new
aspect in field of marketing but has many evolving as well as developing topic in the field. There
are large amount of the articles and journals available for the marketing in social media which
are associated with the behavior of the consumer. Very few academic research or scientific
research are found related to social media impacts on the purchasing behavior of the customers.
This provides a limitation of the study that is being carried out for this research.
As stated by Recker, Malsbender and Kohlborn (2016), the behavior of consumer is
mainly influenced by the reference group. The digital groups that are involved are more
influenced than it was ever before. There are many different Consumer clans, anti-brand
communities, or brand communities that has many people who mainly shares same kind of
thoughts, dislikes or preferences that they feel for the product or the service they are receiving
from the organization. These social groups throws huge impacts on the behavior of the member,
which creates a crowd effect. These indicates that people observes many other behavior and
tends to practice those behavior. This is also defined as “wisdom of crowds” by Irvine and
Moerman (2017). This means that the group is considered wiser than individuals.

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As stated by Scholtz (2014), there are many internal factors that results in the impact of
the consumer behavior. These impacts are known as the psycho-graphic variables. The variables
that are included in the psycho-graphic variables are memory, self-conception, attitude, learning,
perception, and motivation. Many researchers has studied that these particular variables are very
much influencing and helps to tend the change because of the social media usage. Some of the
variables defined by different authors are stated below that shows the impact of social media on
the consumer buying behavior.
Perception- The perception variable mostly includes the process of selecting, interpreting
as well as organizing the stimulus of the individuals that are exposed. The process of perception
has three main stages: attention, interpretation, as well as exposure. The marketers mainly
exposes their products to the customers to the full extent they can do. Most of the time these
stimulus cannot push immediately to the people to buy the products (Miller 2017). These
stimulus are memorized in the minds of the customer and when they need it, these stimulus
automatically comes to their minds. Patroni, von Briel and Recker (2016) stated that only 1.54
seconds are enough for showing an attractive advertisement for drawing the attention of the
customer.
Memory and Learning- Frequent exposure to stimulus as well as learning of the stimulus
affects family branding. The family branding means because of frequent exposure, the customer
gets to know about the brand in a better way. Matikiti, Kruger and Saayman (2016) has defined
that social media has impact on all the observational thing because of which the customer can
observe the behavior of others customers and can lean indirectly with the experience from others.
By the definition of psychology, humans remembers visual elements more than any other thing.

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As people are connected with the social media much of the time, the content of social media
remains longer in the mind of people.
Interactive communication and Attitudes- According to Highfield (2017), communication
is done through social media and the content of social media can helps to change the attitudes of
the customers towards buying the product or similar kinds of product with different
advertisements.
According to Woolworths.com.au (2018), the Facebook page of the company allows the
users to buy all the products online. All the clothing items that are offered by the retail outlet of
Woolworths are displayed on the Facebook page in images form. The users can click on the
images for selecting their size, image as well as the color of the product they want to buy. They
can also pay the amount of the product online (Zhang and Moe 2017). The items that are bought
from the Facebook page will get delivered to the address that is selected or saved by the
customer. Woolworths also encourages their customers to provide the new ideas for business,
and also provides suggestion for the company on the social media page of the company. The
users can also upload the images or videos of the items they bought as a reference for other
customers as a review. The organization helps the users to buy the products online.
2.3 Social media strategy to enhance the consumer buying behavior towards the
products and services: A case study of Woolworths Limited, Australia
The strategies that can increase the consumer buying behaviour in buying products and
the services are stated below.
Changing the social conversations

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From a recent poll that was published in State of the American Consumer states that in
spite of having many number of people in America using the platforms of social media, only a
5% of the people says that the social media platforms have great influence on the purchasing
decisions. 62% of the total population says that they have no influence on their buying or
purchasing decisions (Lacoste 2016). The consumers use the social media for making
conversations and for establishing connections. The consumer uses social media in many way
which includes finding products in trend, follow the products in trends, and review a product or
some information (Alalwan et al. 2017). The below picture the shows the influence of social
media on the customer buying decisions.
Figure 2: Influence of Social Media that enhances purchasing decisions
(Source: Kim and Johnson 2016)
According to a study, Boateng and Okoe (2015) stated that since 2008, the consumers
have become more doubtful about the businesses and are have become more cautious about on
what they are spending. So, influencing the customers to buy a product is more difficult.
Appealing to the Millennials

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The Millennials are particularly known as the audience of social media which are not
easily influenced by the social media. Only 7% of the total social media has great influence on
the purchasing decision and 48% of the people say that they are not influenced at all.
Figure 3: Gallup Influence of Social Media for Purchasing Decisions
(Source: Guesalaga 2016)
The millennials that are demographic are least swayed by the marketing of social media.
For influencing the Millennials through social media, the companies mainly understands the
demographic information that is consumed by the consumer and also identifies delivering
marketing message which appeals to them (Lamberton and Stephen 2016). The millennials are
mostly hyper-connected as well as consume the content on all the multiple platforms as well as
the devices. The millennials are very much enthusiastic about authentic marketing, honest and
they want to be in the conservations. They are not interested about the interactions outside the
social network.
Engages the customers Online as well as Offline

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For influencing the customer, social media is the only way by which the customers can be
engaged offline as well as offline (Xiang et al. 2016). The engagement of the customer depends
largely on the how an organization aligns for touching all the points.
Starting authentic conversations on Facebook
Xiang et al. (2016) stated that the medium of social media is highly personal for a
particular customer and the customer mostly likes to interact with people rather than brands.
Customers mainly responds to the companies if they are personable as well as genuine. So, if
customer interacts with people of the company rather than brands, than the conversation will go
much more proper and help to attract more number of customers.
Always available at all the Times
Keinänen and Kuivalainen (2015) stated that the social media concept is available at all
the time. The customer who responds on the social media of the brand expects and response from
the brands at all the time and social media is one of such medium that is available for 24/7.There
are research study that shows that almost 42% of the who lodge complain on social media mostly
expects that they will get a response quickly from the other end. Moreover, 57% of the customer
who complains on social media expects their response back all 24 x 7 hours a day even if it is not
the business time (Liu and Lopez 2016). So, social media makes the brand or the company to be
available to the customer at all the time.

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Figure 4: Customer Expecting Quick Service from Social Media
(Source: Wang and Yu et al. 2017)
2.4 Research Gap:
From the above stated discussion, it can be summarized that social media like Facebook,
Twitter are most important mediums for establishing a relationship in between the customer
buying behavior and the company. But for the study of Woolworths, the articles that were found
only stated that Facebook is the only social media medium for the company which enhances the
customer buying behavior of the company. There is no such research found which states that
Twitter is also a medium of interaction. From the above stated discussion of many authors, there
is no such evidence found which states about how the buying behavior has changed for the
customers of Woolworths after implementing the social media concept.
3. Methodology
3.1 Introduction

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For critically evaluating the impact of social media on the buying behavior of the
customer in Woolworths, different types of books, as well as journals are reviewed by researcher
that are taken from different source including the blogs, and websites and libraries like National
Library Hub, and Management Development Institutes of Australia.
3.2 Research Philosophy (Post Positivism)
For analyzing all the gathered information of related journals as well as books from the
web sources are taken. The post positivism philosophy is mainly used by researcher.
3.2 Research Approach
In most of the retail industries, there are many companies that makes common mistake
about aligning the information that is based on the perspective of user. Maximum of the
organizations in the online shopping gathers information for the market and they do not have
simple knowledge for aligning relevant information in the web sites. It helps to decrease the rank
of the SERP. For making the website useful, and managing the website effectively, one needs to
know about the perception of the user about website (Cox 2018).
3.3 Research Design
The research design that can be selected for this research study is descriptive research
design that is selected for supporting all the possibilities of the topic that are selected. This
includes website effectiveness, SERP ranking and many others (Truscott et al. 2010). With
descriptive research design, the researcher can identify many detail process that are designed for
the Woolworths including font styles, videos, sharing the information, styles, and many more.
3.4 Data Collection Method
Technique of Data Tool for Data Collection Process of Data Collection

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Collection
For collecting the data
for this researcher study
researcher is selected online
survey questionnaires. It
helps in making interface of
quantitative data for web
evaluation. Based on online
survey questionnaires visits
to the Woolworths and
interacts with their
management in terms of
knowing how they make their
website more active. This
allows in understanding of
how Woolworths improve
their website design and
appearance to users.
In order to make
survey questionnaires,
researcher makes self-
completion structured
questionnaire. With the help
of 10 structured questionnaire
researcher integrate the
website of Woolworths.
Moreover, in order to conduct
survey, researcher uses
closed questions that relates
to website design such as
numerical scale of
measurement, categorical,
five point scales, etc. Layout
of the question is made based
on usability, content,
interactivity and design.
For collecting the
data, choosing some group of
people who are willing to buy
products from Woolworths or
has already bought products
from the company. First, they
have been asked to visit the
sites of Woolworths (www.
Woolworths.com.au) and
browsing the scenario of the
website. It helps in
understanding about website
such as its user friendliness,
supply methods according to
keywords etc. After that, they
have been asked to fill a form
that full of 10 questions
where the respondents put
their opinion. It helps most in
evaluating the website.

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Table 1: Tools, techniques and processes of data collection
(Source: Palinkas et al. 2015)
3.5 Sampling Method as well as Sample Size
Sampling Technique Sample Size
Sampling technique of non-probability
is used for this study which helps for
convincing the sampling because the whole
process for collecting the data is fully
dependent on researcher (Silverman 2018).
As many samples are available for collecting
data, this method is most appropriate. Also an
interview will be conducted with the
managers of Woolworths asking them some
questions about the company.
Total number of respondents for this
study is 70.
Total number of respondents for the
interview will be 5.
Table 2: Sampling Technique and Sampling Size
3.6 Data Analysis Method
In order to analyze collected data via online survey questionnaire, SPSS (Statistical
Package for the Social Sciences) tool is used. After entering the data into spreadsheet, different
methods is used by researcher to analyze such as sorting, filtering, charting, pivot tables, tables,
conditional formatting, analysis toolbar, what-if analysis, etc.

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3.7 Summary
This study demonstrates the process of social media on the customer buying behavior a
company known as Woolworths. It has been found that social media has great impact on the
behavior of customer buying which has increased the selling and buying process in Woolworths.
4. Findings
The survey finding for the research study is stated below. The response from 70 members
who are has already bought products from Woolworths or is planning to buy is stated in this
table.
Plea
se
spec
ify
your
gen
der
Pleas
e
ment
ion
your
age-
grou
p
Do you
agree
that
social
media
is used
by you
to gain
the
informa
tion
regardi
ng
product
s and
What
is the
key
reaso
n for
using
the
social
media
?
Do
you
believe
that
social
media
is used
to gain
depth
aware
ness
regard
ing
produ
cts
Do you
agree
that
social
media
has a
favora
ble
impact
on
their
purcha
sing
decisio
n?
Do you
believe
that
social
media
affects
you to
move
toward
s
compet
itor
brand?
Which
social
media
channe
l is
highly
used by
you to
make a
purcha
sing
decisio
n?
Do
you
agree
that
the
compa
ny
should
provid
e offer
fast
servic
e as
compa
red to
Do you
believe
that a
corporat
ion
should
hire
celebriti
es,
recogniz
ed
person,
and
sportspe
rson in

25INDUSTRY RESEARCH PROJECT
services
?
and
service
s?
make
a
delay
in
servic
es?
order to
promote
their
brand?
Mal
e
26-30 Agree Share
views
regard
ing
produ
cts
Agree Agree Neutral Twitter Neutra
l
Agree
Mal
e
36-40 Agree Share
views
regard
ing
produ
cts
Neutra
l
Agree Neutral Twitter Agree Neutral
Pref
er
not
to
say
31-35 Neutral Shopp
ing of
produ
cts
Agree Neutral Agree Instagra
m
Agree Neutral

26INDUSTRY RESEARCH PROJECT
Mal
e
Prefe
r not
to say
Disagre
e
Acces
s
review
about
Produ
ct
Strongl
y
disagre
e
Disagre
e
Strongl
y
disagre
e
Instagra
m
Disagr
ee
Strongly
disagree
Mal
e
Prefe
r not
to say
Disagre
e
Share
views
regard
ing
produ
cts
Disagr
ee
Strongl
y
disagre
e
Strongl
y
disagre
e
Facebo
ok
Strong
ly
agree
Strongly
disagree
Mal
e
31-35 Agree Shopp
ing of
produ
cts
Agree Agree Neutral Twitter Agree Agree
Pref
er
not
to
say
Abov
e 40
years
Strongly
disagree
Acces
s
review
about
Produ
ct
Disagr
ee
Disagre
e
Disagre
e
LinkedI
n
Agree Agree
Pref 31-35 Agree Shopp Agree Agree Agree Twitter Neutra Agree

27INDUSTRY RESEARCH PROJECT
er
not
to
say
ing of
produ
cts
l
Mal
e
31-35 Agree Shopp
ing of
produ
cts
Neutra
l
Agree Agree Instagra
m
Agree Agree
Mal
e
26-30 Agree Shopp
ing of
produ
cts
Agree Agree Strongl
y
disagre
e
Twitter Agree Agree
Mal
e
31-35 Agree Shopp
ing of
produ
cts
Agree Agree Agree Twitter Agree Agree
Pref
er
not
to
say
31-35 Agree Shopp
ing of
produ
cts
Agree Neutral Agree Twitter Agree Agree
Mal
e
31-35 Agree Share
views
Agree Agree Agree Twitter Agree Agree

28INDUSTRY RESEARCH PROJECT
regard
ing
produ
cts
Fem
ale
Prefe
r not
to say
Strongly
agree
Intera
ct with
custo
mers
Strongl
y agree
Strongl
y agree
Strongl
y agree
Facebo
ok
Strong
ly
agree
Strongly
agree
Fem
ale
31-35 Neutral Shopp
ing of
produ
cts
Agree Agree Agree Twitter Agree Neutral
Mal
e
36-40 Agree Shopp
ing of
produ
cts
Agree Agree Agree Twitter Agree Agree
Mal
e
26-30 Neutral Shopp
ing of
produ
cts
Neutra
l
Neutral Neutral Facebo
ok
Neutra
l
Strongly
agree
Fem
ale
36-40 Agree Shopp
ing of
produ
Agree Agree Agree Twitter Agree Agree

29INDUSTRY RESEARCH PROJECT
cts
Fem
ale
26-30 Agree Share
views
regard
ing
produ
cts
Agree Agree Neutral Facebo
ok
Neutra
l
Agree
Fem
ale
26-30 Agree Shopp
ing of
produ
cts
Agree Agree Agree Instagra
m
Agree Agree
Fem
ale
36-40 Agree Share
views
regard
ing
produ
cts
Agree Agree Agree Twitter Agree Agree
Fem
ale
31-35 Neutral Shopp
ing of
produ
cts
Agree Neutral Agree Facebo
ok
Agree Neutral
Mal
e
26-30 Agree Acces
s
Disagr
ee
Neutral Strongl
y agree
Twitter Neutra
l
Strongly
agree

30INDUSTRY RESEARCH PROJECT
review
about
Produ
ct
Mal
e
Abov
e 40
years
Agree Shopp
ing of
produ
cts
Agree Agree Agree Twitter Agree Agree
Mal
e
31-35 Agree Shopp
ing of
produ
cts
Agree Agree Agree Twitter Agree Agree
Fem
ale
26-30 Neutral Share
views
regard
ing
produ
cts
Agree Agree Agree Twitter Agree Agree
Fem
ale
36-40 Agree Shopp
ing of
produ
cts
Agree Agree Agree Twitter Agree Agree
Mal 31-35 Agree Shopp Agree Agree Agree Twitter Agree Agree

31INDUSTRY RESEARCH PROJECT
e ing of
produ
cts
Mal
e
Prefe
r not
to say
Strongly
agree
Shopp
ing of
produ
cts
Agree Agree Neutral Facebo
ok
Agree Strongly
disagree
Mal
e
26-30 Agree Shopp
ing of
produ
cts
Agree Agree Agree Twitter Neutra
l
Agree
Fem
ale
36-40 Agree Shopp
ing of
produ
cts
Agree Neutral Agree Twitter Agree Agree
Mal
e
31-35 Agree Shopp
ing of
produ
cts
Agree Agree Agree Twitter Agree Agree
Fem
ale
31-35 Neutral Shopp
ing of
produ
cts
Strongl
y agree
Agree Agree Twitter Agree Agree

32INDUSTRY RESEARCH PROJECT
Fem
ale
31-35 Agree Shopp
ing of
produ
cts
Agree Neutral Neutral Twitter Neutra
l
Agree
Fem
ale
26-30 Neutral Shopp
ing of
produ
cts
Agree Agree Agree Twitter Agree Agree
Fem
ale
Prefe
r not
to say
Agree Shopp
ing of
produ
cts
Agree Agree Agree Twitter Agree Agree
Pref
er
not
to
say
36-40 Strongly
disagree
Shopp
ing of
produ
cts
Disagr
ee
Disagre
e
Strongl
y agree
Facebo
ok
Disagr
ee
Neutral
Mal
e
31-35 Agree Share
views
regard
ing
produ
cts
Agree Agree Agree Twitter Agree Agree

33INDUSTRY RESEARCH PROJECT
Fem
ale
26-30 Strongly
agree
Intera
ct with
custo
mers
Strongl
y agree
Strongl
y agree
Strongl
y agree
Facebo
ok
Strong
ly
agree
Strongly
agree
Fem
ale
31-35 Agree Shopp
ing of
produ
cts
Agree Agree Neutral Twitter Agree Agree
Fem
ale
26-30 Agree Intera
ct with
custo
mers
Agree Agree Agree Instagra
m
Strong
ly
agree
Strongly
agree
Mal
e
31-35 Agree Shopp
ing of
produ
cts
Agree Agree Agree LinkedI
n
Disagr
ee
Neutral
Mal
e
26-30 Strongly
agree
Acces
s
review
about
Produ
ct
Strongl
y agree
Strongl
y agree
Agree Facebo
ok
Neutra
l
Neutral
Mal 31-35 Agree Shopp Agree Disagre Neutral Instagra Strong Disagree

34INDUSTRY RESEARCH PROJECT
e ing of
produ
cts
e m ly
disagre
e
Fem
ale
26-30 Strongly
agree
Intera
ct with
custo
mers
Strongl
y agree
Strongl
y agree
Strongl
y agree
Facebo
ok
Strong
ly
agree
Strongly
agree
Fem
ale
Abov
e 40
years
Agree Shopp
ing of
produ
cts
Agree Neutral Neutral Twitter Agree Strongly
disagree
Mal
e
Abov
e 40
years
Neutral Shopp
ing of
produ
cts
Agree Agree Neutral Twitter Agree Agree
Fem
ale
Abov
e 40
years
Neutral Acces
s
review
about
Produ
ct
Strongl
y
disagre
e
Strongl
y agree
Agree LinkedI
n
Disagr
ee
Disagree
Mal
e
31-35 Agree Shopp
ing of
Neutra
l
Agree Agree Twitter Agree Neutral

35INDUSTRY RESEARCH PROJECT
produ
cts
Fem
ale
31-35 Agree Shopp
ing of
produ
cts
Agree Agree Agree Instagra
m
Neutra
l
Agree
Fem
ale
31-35 Agree Shopp
ing of
produ
cts
Agree Agree Neutral Twitter Agree Agree
Fem
ale
26-30 Disagre
e
Share
views
regard
ing
produ
cts
Neutra
l
Disagre
e
Strongl
y
disagre
e
Twitter Neutra
l
Disagree
Fem
ale
Abov
e 40
years
Strongly
disagree
Shopp
ing of
produ
cts
Strongl
y
disagre
e
Neutral Agree LinkedI
n
Disagr
ee
Strongly
agree
Mal
e
31-35 Strongly
disagree
Acces
s
review
Strongl
y
disagre
Agree Disagre
e
Instagra
m
Agree Strongly
disagree

36INDUSTRY RESEARCH PROJECT
about
Produ
ct
e
Fem
ale
31-35 Agree Shopp
ing of
produ
cts
Neutra
l
Agree Agree Twitter Agree Agree
Mal
e
26-30 Disagre
e
Shopp
ing of
produ
cts
Disagr
ee
Agree Disagre
e
Instagra
m
Disagr
ee
Strongly
disagree
Mal
e
36-40 Strongly
agree
Acces
s
review
about
Produ
ct
Agree Strongl
y agree
Agree Facebo
ok
Strong
ly
agree
Neutral
Mal
e
26-30 Disagre
e
Intera
ct with
custo
mers
Strongl
y agree
Strongl
y agree
Strongl
y agree
Facebo
ok
Agree Strongly
agree
Mal
e
31-35 Agree Shopp
ing of
Neutra
l
Neutral Neutral Twitter Agree Agree

37INDUSTRY RESEARCH PROJECT
produ
cts
Mal
e
Abov
e 40
years
Strongly
agree
Intera
ct with
custo
mers
Neutra
l
Strongl
y
disagre
e
Neutral Instagra
m
Strong
ly
disagre
e
Disagree
Fem
ale
31-35 Agree Share
views
regard
ing
produ
cts
Agree Agree Agree Instagra
m
Agree Agree
Mal
e
26-30 Strongly
disagree
Acces
s
review
about
Produ
ct
Neutra
l
Agree Strongl
y
disagre
e
Facebo
ok
Neutra
l
Agree
Pref
er
not
to
say
Prefe
r not
to say
Strongly
disagree
Intera
ct with
custo
mers
Strongl
y agree
Agree Agree Facebo
ok
Strong
ly
disagre
e
Agree

38INDUSTRY RESEARCH PROJECT
Mal
e
Prefe
r not
to say
Strongly
agree
Share
views
regard
ing
produ
cts
Strongl
y
disagre
e
Neutral Strongl
y
disagre
e
LinkedI
n
Strong
ly
disagre
e
Strongly
disagree
Mal
e
Prefe
r not
to say
Strongly
disagree
Shopp
ing of
produ
cts
Strongl
y
disagre
e
Strongl
y
disagre
e
Strongl
y
disagre
e
Instagra
m
Neutra
l
Strongly
disagree
Mal
e
31-35 Agree Shopp
ing of
produ
cts
Agree Agree Strongl
y
disagre
e
Instagra
m
Agree Agree
Mal
e
26-30 Neutral Share
views
regard
ing
produ
cts
Neutra
l
Agree Neutral Instagra
m
Neutra
l
Agree
Fem
ale
Abov
e 40
years
Agree Shopp
ing of
produ
Neutra
l
Strongl
y
disagre
Strongl
y agree
Facebo
ok
Agree Agree

39INDUSTRY RESEARCH PROJECT
cts e
Mal
e
36-40 Disagre
e
Shopp
ing of
produ
cts
Strongl
y agree
Strongl
y
disagre
e
Disagre
e
LinkedI
n
Strong
ly
disagre
e
Disagree
Mal
e
Prefe
r not
to say
Disagre
e
Acces
s
review
about
Produ
ct
Strongl
y
disagre
e
Disagre
e
Disagre
e
LinkedI
n
Strong
ly
disagre
e
Disagree
Table 3: Survey Response from the Respondents
5. Discussion
Survey part:
Please specify your gender
Frequency Percent
Female 27 38.6
Male 37 52.9
Prefer not to say 6 8.6
Total 70 100.0
Table 4: Representing response of the respondents that specifies gender
From the above table it can be seen that the above stated question is a demographic
question which states that the respondents to specify their genders. 38.6 % of the 70 respondents
were female, 52.9 % of them were Male and 8.6 chose the option prefer not to say where they

40INDUSTRY RESEARCH PROJECT
were not agreed to say their gender. The below diagram shows the pie chart which depicts the
above stated question.
Figure 5: Response of the Respondents
(Source: Data-based)
Please mention your age-group
Frequency Percent
26 - 30 18 25.7
31 - 35 26 37.1
36 - 40 9 12.9
Above 40 8 11.4
Prefer not to say 9 12.9
Total 70 100.0
Table 5: Representing response of the respondents that specifies the age group
This is another demographic question that is carried out in the interview. This question
gets the age of the respondents who are responding the survey. About 25.7 % of the respondents
are from age group 26-30, 37.1 are from 31-35, 12.9 % of them are from 36-40, and 11.4 % of
the respondents are of age above 40. About 12.9 % of the respondents were not agree to disclose
their age group and opted for prefer not to say. The below shown is the pie chart of the above
question.

41INDUSTRY RESEARCH PROJECT
Figure 6: Response of the Respondents
(Source: Data-based)
Do you agree that social media is used by you to
gain the information regarding products and
services?
Frequency Percent
Strongly Agree 8 11.4
Agree 38 54.3
Neutral 10 14.3
Disagree 7 10.0
Strongly Disagree 7 10.0
Total 70 100.0
Table 6: Response regarding the social media use for gaining information
The above stated table shows survey question which was asked during the survey. 11.4 %
of the respondents strongly agrees with the fact they use social media for gaining information
regarding the product or the service they want. 54.3 % of them only agreed. 20 % of the total
respondents disagreed with this fact. They ignored that they were not using social media for

42INDUSTRY RESEARCH PROJECT
buying their products of avail any kind of service. While 14.3 stayed neutral. The below bar
chart shows the answer of the respondents.
Figure 7: Response of the Respondents
(Source: Data-based)
What is the key reason for using the social media?
Frequency Percent
Access review about Product 9 12.9
Interact with customers 7 10.0
Share views regarding
products 12 17.1
Shopping of products 42 60.0
Total 70 100.0
Table 7: Representing response about main reason for using social media
The above table shows the response of the respondents about their reason to use social
media. From the table it can seen that 12.9 % of the respondents use social media for accessing
the review of the product they are purchasing. 10 % of the respondnets view social media for
interacting with the customers. 17.1 % of the respondents use social media for sharing their
reviews about the priducts they have bought and 60 % of the respondents use social media for

43INDUSTRY RESEARCH PROJECT
buying the product. The below diagram shows the graphical representation of the response of the
respondants.
Figure 8: Response of the Respondents
(Source: Data-based)
Do you believe that social media is used to gain
depth awareness regarding products and services?
Frequency Percent
Strongly Agree 8 11.4
Agree 39 55.7
Neutral 11 15.7
Disagree 5 7.1
Strongly Disagree 7 10.0
Total 70 100.0
Table 8: Representing response about how social media helps to gain depth awareness
about the product or service
This table states the response of the respondents that shows about how the social media is
used for gaining the depth awareness of the products and the services. 67.1 % of the respondents
agrees with the fact that the social media helps to gain depth information awareness about the

44INDUSTRY RESEARCH PROJECT
products and the services. 17.1 % of the respondents believes that social media do not help them
to get depth knowledge about their products and services and 15.7 % of the total respondents
taped neutral. The below diagram shows the graph of the response given by the respondents.
Figure 9: Response of the Respondents
(Source: Data-based)
Do you agree that social media has a favorable
impact on their purchasing decision?
Frequency Percent
Strongly Agree 7 10.0
Agree 41 58.6
Neutral 11 15.7
Disagree 6 8.6
Strongly Disagree 5 7.1
Total 70 100.0

45INDUSTRY RESEARCH PROJECT
Table 9: Representing response of the respondents about impact of social media in
purchasing decision
This table shows the response of the respondents about social media having favorable
impact of the purchasing decision. 68.6 % of the respondents agrees with the fact that social
media has favorable impact on their purchasing power. On the other hand, 15.1 % disagreed with
the fact that social media does not impact on the purchasing decision of their buying. 15.7 % of
the total respondents stayed neutral. The below graph shows the details of the response.
Figure 10: Response of the Respondents
(Source: Data-based)
Do you believe that social media affects you to move
towards competitors brand?
Frequency Percent
Strongly Agree 7 10.0
Agree 35 50.0
Neutral 15 21.4
Disagree 5 7.1
Strongly Disagree 8 11.4

46INDUSTRY RESEARCH PROJECT
Total 70 100.0
Table 10: Representing response showing social media affects the respondents for moving
towards the competitor brand
From the above table, the response of the respondents showing how the social media
affects the respondents in moving towards competitor brand. 60 % of the respondents agrees
with the fact while on the other hand 18.2 % of the respondents disagrees with the fact. They
believe that that social media does not help them to choose their competitor brand. 21.4 % of the
respondents were not able to say anything and stayed neutral. The below graphical representation
shows the bar graph of the response from the respondents.
Figure 11: Response of the Respondents
(Source: Data-based)
Which social media channel is highly used
by you to make a purchasing decision?
Frequency Percent
Facebook 15 21.4
Instagram 14 20.0
LinkedIn 7 10.0

47INDUSTRY RESEARCH PROJECT
Twitter 34 48.6
Total 70 100.0
Table 11: Representing response showing which social media is highly used by the
respondents
The above table shows the response of the respondents that shows all the social media
channels that are used by the respondents. There are many social media channels that are used
by the respondents. Four of them are taken for the survey. From the survey, it can be stated that
21.4 % of the respondents uses Facebook, 20.0 % uses Instagram, LinkedIn is used by 10% of
the respondents, and Twitter is used by 48.6 % of the respondents. Twitter is mostly used by the
respondents who uses social media. The below figure shows the details of the graphical
representation of the four channels of social media for buying products and services.
Figure 12: Response of the Respondents
(Source: Data-based)
Do you agree that the company should provide offer
fast service as compared to make a delay in
services?
Frequency Percent

48INDUSTRY RESEARCH PROJECT
Strongly Agree 6 8.6
Agree 39 55.7
Neutral 13 18.6
Disagree 6 8.6
Strongly Disagree 6 8.6
Total 70 100.0
Table 12: Representing response getting their beliefs about fast service of the company
using social media
The above table shows that the response of the respondents about of the company
provides fast service after implementing social media. 64.3 % of the respondents agrees with the
fact that after implementing social media, the companies started providing fast service to them.
While 17.2 of them believed that nothing changed even after implementing social media in their
company. 18.6 of them stayed neutral. The below graphical representation shows the response of
the above table.
Figure 13: Response of the Respondents
(Source: Data-based)

49INDUSTRY RESEARCH PROJECT
Do you believe that a corporation should hire
celebrities, recognized person, and sportsperson in
order to promote their brand?
Frequency Percent
Strongly Agree 8 11.4
Agree 39 55.7
Neutral 9 12.9
Disagree 6 8.6
Strongly Disagree 8 11.4
Total 70 100.0
Table 13: Representing response showing their believes about hiring celebrities or
sportsperson for promoting their brand
The table above show their beliefs of the respondents about hiring celebrities or the
sportspersons for promoting their brands. 67.1% agrees with the fact that hiring celebrities and
other famous person will help them to promote their brands. They believe that is their favorite
sportsperson or celebrity provides advertisements, it is more stimulus to them. 38.4 % of the
people disagreed with the fact and 12.9 of them stayed neutral. The below figure states the
graphical representation of the response that is achieved from the survey.

50INDUSTRY RESEARCH PROJECT
Figure 14: Response of the Respondents
(Source: Data-based)
Interview Part:
For conducting this survey, the mangers of Woolworths Group Limited were interviewed
for carrying out this survey. 5 managers from the company were interviewed regarding the
implementation of social media in the company.
Three demographic questions were asked by the interviewer to the managers. From the
demographic questions, it can be stated that out of the 5 member, three of them were female
member and 2 of them were females. The age group of the managers were mostly from 31 years
to 35 years. One manager was above 40 years with an experience of more than 9 years in the
company and other manager was of age in between 36 years to 40 years with an experience of 6
years to 8 years. Six questions were asked to each of them and all the questions were objective
type questions. Most of them believe that social media marketing is used for advertising the
products with helps of digital communication techniques. Only one of the managers believed that
this strategy was not useful. They were asked about their opinion of using AIDA model in the
business process of Woolworths. They all agreed with this fact that implementation of the AIDA
model will be fruitful for the organization.
6. Recommendations
The study that has been carried out for this research paper is analyzing the impact of
social media on the customer purchasing behavior in a company known as Woolworths. There is
no such evidence found related to the using other social media channels such as Twitter,
LinkedIn, or Instagram. But with the survey that is conducted, most of the people or the

51INDUSTRY RESEARCH PROJECT
respondents uses Twitter as their daily social media page. So, Woolworths needs to involve
Twitter mostly for enhancing their business. Facebook, Twitter are most important mediums for
establishing a relationship between the customer buying behavior and the company. But for the
study of Woolworths, the articles that were found only stated that Facebook is the only social
media medium for the company which enhances the customer buying behavior of the company.
There is no such research found which states that Twitter is also a medium of interaction. The
company of Woolworths have implemented their Facebook page successfully among their
customers and is successful in establishing an interaction in between the customer and the
company. But the problem arise when it comes to other channels of social media. With Twitter,
Instagram or LinkedIn, the company is not up to date and as people are more involved in twitter,
the company fails to get attract the view of the customers on their products, services or offers.
Two recommendations are provided with the study that is carried out so far.
1. It is therefore recommended for Woolworths Corporation Limited to incorporate their
official web page in Twitter, LinkedIn as well as in Instagram so that people who are involved in
those can get the offers that are given by the company and can buy the products from those social
media channels also.
2. As there are less number of journal and web articles found on about how the social
media has changed the purchasing behavior of the customer in Woolworths, it is recommended
by other researchers to carry out more research about how the customers has changed their
buying opinion after implementation of social media in the company. To carry out a more
detailed analysis of the impact of social media, more number of respondents can be surveyed or
interviewed about how they have changed buying option of the customer.

52INDUSTRY RESEARCH PROJECT
7. Limitations and Conclusion
Limitations: From the above analysis, it can be stated that Woolworths is mostly
emphasizing on the Facebook channel of the social media. There is no such evidence found
related to the using other social media channels such as Twitter, LinkedIn, or Instagram. But
with the survey that is conducted, most of the people or the respondents uses Twitter as their
daily social media page. So, Woolworths needs to involve Twitter mostly for enhancing their
business. Facebook, Twitter are most important mediums for establishing a relationship between
the customer buying behavior and the company. But for the study of Woolworths, the articles
that were found only stated that Facebook is the only social media medium for the company
which enhances the customer buying behavior of the company. There is no such research found
which states that Twitter is also a medium of interaction. From the above stated discussion of
many authors, there is no such evidence found which states about how the buying behavior has
changed for the customers of Woolworths after implementing the social media concept.
Conclusion:
From the above stated discussion, it can be summarized that Social media is one of the
useful technique that is to be used by Woolworths. The concept of social media has changed the
creation of brand content, distributes the system, as well as consumes the transferring the shape
of the brand image from the marketers. This can change the way of making a connection
between the consumer and the organization and also changes the content. There is a key role of
social media in the luxury sector for making a particular brand a successful one. The business of
Woolworths basically allows a good interaction among the customers and the followers.
Woolworths mainly provides the followers with opportunity so that they can work together with
the business by reducing the poaching and also be a part of anti-poaching initiative. This

53INDUSTRY RESEARCH PROJECT
particular business states that if their customers experience is the most valuable business and if
the customer experience any problems, or have any concern about the business, the customers
may feel free to write complaints, suggestions, as well as concerns on the Facebook page of the
company. Woolworths provides the customers with a General Enquiry form that are to be
completed by the users while enquiring the company. The forms submitted by the consumers are
sent to the employees or business officials as soon as possible. In this way the social media tool
is used by Woolworths in establishing connection in between the user and the business, thus
providing a proper customer care and ensures customer satisfaction.

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