Impact of Social Media on Customer Buying Behavior: A Study on Sainsbury

SPSS Assessment

Table of Contents
INTRODUCTION......................................................................................................................3
Literature review....................................................................................................................3
Research methods...................................................................................................................4
Data analysis..........................................................................................................................4
CONCLUSION........................................................................................................................13
REFERENCES.........................................................................................................................14
Appendix..................................................................................................................................15

Topic: “Impact of social media upon customer’s buying behavior: A study on
Sainsbury”
INTRODUCTION
In the age of digital era, every company wants uses advance technologies especially
for marketing purpose. Therefore, in the same way, current study is also shed a light upon the
using social media as a marketing tool in order to determine the customer buying behavior.
For that, researcher conduct quantitative study in which SPSS tool is used that will further
assist to determine the impact of social media upon the customer buying behavior by getting
the views from selected respondents.
Aim : “To investigate the impact of social media upon customer’s buying behavior: A study
on Sainsbury”
Objectives:
 To analyze the concept of social media
 To determine the factors of social media marketing tool that affect customer buying
behavior.
 To analyze the challenges that company face while using social media as a marketing
tool
 To recommend the bets way through which company minimize the challenges.
Literature review
In the view of Tuten and Solomon (2017) social media is the web internet-based
application that assist to attract range of customers and let the users know about the offered
products and services. Also this marketing tool assist to keep interact with the customers in
order to determine their views. That is why, most of the top companies uses social media as a
marketing tool in order to bridge a pool between the users and company.
On the other side, as per the customer buying model, Felix, Rauschnabel and Hinsch
(2017) stated that customers always consult with the friends, family before purchasing any
products. Also, they get reviews from social media with regards to the products in order to
determine whether the product is best suited for a firm or not. This in turn clearly shows that
social media has its direct impact upon the customer purchasing power such that a single
negative comment will affect the business and its sales in negative manner. That is why,
Alalwan and et.al., (2017) present their views that it is the duty of the company to keep

providing the best variety of products so that it get positive reviews. Otherwise it affects the
overall brand image of the company in negative manner.
In the view of Godey and et.al., (2016) stated that company faces issue with regards to
developing the social media strategy and it is not possible to measure the social media ROI
because of huge traffic. Therefore, it is stated that if the company uses social media as a
marketing tool, then it must have specialized IT professionals who are always ready to solve
the problem and meet the define aim by minimize the challenges. On contrary, Dahl (2018)
stated that many times, some non-user also make adverse comment that also affect the
purchase decision that is why, organization make sure that it develops a strategy to minimize
the challenge.
Research methods
For the current study, researcher chooses quantitative study over qualitative study,
and this will help to generate the best outcomes by using SPSS tool. Further, different test are
also applied in order to determine the impact of social media upon customer buying behavior.
Also, deductive research approach and positivism research philosophy has been chosen
because it assist to interpret the results in better manner by getting the views from the
selected respondents.
In addition to this, 55 customers are chosen through simple random sampling method
and this will help to determine the views of al those respondents who are selecting the
products after taking reviews from social media. Further, both primary and secondary data
collection methods are used. Like, for literature review, researcher selected books and articles
which are published in recent years and under primary, researcher chooses survey method in
which questionnaire is design through which scholar determine the impact of social media
upon the customer buying behavior.
Data analysis
Theme 1: Gender
gender
Frequency Percent Valid Percent Cumulative Percent
Vali
d
male 30 54.5 54.5 54.5
female 25 45.5 45.5 100.0
Total 55 100.0 100.0