Research Project: Social Media Impact on Consumer Decision Making, M&S

This research project investigates the impact of social media on consumer decision-making within the clothing industry, with a specific focus on Marks and Spencer. The project encompasses a comprehensive research plan, including project specifications, research questions, and a detailed methodology. The research employs both qualitative and quantitative methods, utilizing questionnaires to gather primary data from a sample of 50 customers and secondary data from various sources. The report includes a Gantt chart outlining the project timeline and data analysis techniques, such as thematic analysis, to interpret findings. The study examines factors influencing consumer behavior, the role of social media platforms, and their impact on brand perception and purchasing decisions. Results are presented through tables and charts, offering insights into consumer preferences and the effectiveness of social media marketing strategies. Ethical considerations, limitations, and recommendations for further research are also addressed, providing a thorough analysis of the complex relationship between social media and consumer behavior in the clothing industry.

Research Project
Analysing the impact of Social media on
consumer decision making in Clothing
industry: A case study of Marks and Spencer
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Table Of Contents
TASK 1: PROJECT PLANNING AND RESEARCH PROPOSAL ..............................................3
1.1 Possible research project outline specifications.....................................................................3
1.2 Factors that contribute to the process of research project selection.......................................3
1.3 Critical review of key references...........................................................................................4
1.4 Research project specification...............................................................................................4
1.5 Appropriate plan and procedures for the agreed research specification................................5
2.1 Research question .................................................................................................................6
TASK 2: PROJECT IMPLEMENTATION AND PRESENTATION............................................6
2.2 Proposed research investigation in accordance with the agreed specification and
procedures....................................................................................................................................6
2.3 Record and collate relevant data where appropriate..............................................................8
3.1 Research evaluation techniques.............................................................................................9
3.2 Interpret and analyse the results in terms of the original research specification.................11
3.3 Recommendations and justification of areas for further consideration...............................15
4.1 Appropriate media to present the outcomes of the research to an audience........................16
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17
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Title: Analysing the impact of Social media on consumer decision making in Clothing industry:
A case study of Marks and Spencer
TASK 1: PROJECT PLANNING AND RESEARCH PROPOSAL
1.1 Possible research project outline specifications
Social media marketing is not a new concept to fashion industry and in today's era UK
fashion industry is alive and is well placed on social media. Digital marketing is a tool used in
the industry to gain competitive advantage and to reach energetic audience and with an eager to
attract them (Angella and Eunju, 2010). Social media marketing is a platform to grab the
attention of large number of customers however, it has been always questioned if such platform
is as much important to engage with audiences and to influence their decision making (Bell,
2010). The present investigation herewith is concerned about analysing the impact of Social
media on consumer decision making in Clothing industry, for which Marks and Spencer, a
leading clothing retailer is taken into consideration.
1.2 Factors that contribute to the process of research project selection
Interest area of researcher: The major factor that contributes to the selection of
research project is the interest area of researcher. The investigator has significant interest to
marketing area hence the present topic is selected.
Availability of secondary information: Consumer decision making is the most concern
area of corporate world and there are many studies have been conducted that can be used as a
base of present investigation (Bernhard and Hall, 2012). There is a significant information
available in respect with use of social media and concept of consumer decision making that can
be said a factor that has contributed in selection of topic for this investigation.
Importance in real scenario: Consumer behaviour is the most focused area for marketer
in the present scenario. However, the business strategies and market practices of companies are
based on the information about customers behaviour (Bernoff and Li, 2008). UK's clothing
retailer is competitive in nature, thus, innovating marketing practices are required to gain
competitive edge. However, it is important to identify the impact of social media on consumer
decision making in clothing industry, hence, topic is selected.
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1.3 Critical review of key references
The investigation conducted by Hsiao (2009) represented that the way of shopping has
been significantly changed and improved over the years. Previously, customers used to shop
from physical stores but now they want more convenient places hence, they moved towards
online shopping (Hsiao, 2009). A significant aid of information and modern communication
technologies have allowed marketer to reach larger audience and also allowed consumers to
make their purchase decision by evaluating products on social media platforms (Toomey and
Wysocki, 2007). To the view point of Angella and Eunju (2010) witnessed that social media
marketing is the most influencing marketing medium to attract customers towards fashion brands
(Angella and Eunju ,2010). The anthers have argued a significant association between customer
relationship and purchase intention as well as trust and purchase intention. These all component
are found to be specific linked between customers’ trust and social media sites (Boone, 2012).
1.4 Research project specification
Aim:
The major aim of present investigation is to analyse the impact of Social media on
consumer decision making in Clothing industry therefore a UK's leading organization Marks and
Spencer is considered
Objectives
 To identify the concept of social media marking and consumer decision making
 To investigate the factors affecting consumer decision making in online shopping
 To study the impact of Social media on consumer decision making for Marks and
Spencer To explore various social media sites that are used for marketing of Marks and Spencer
products
Research Methodology
Research philosophy: For this investigation interpretivism philosophy will make in use
due to requirement of in-depth analysis.
Research approach: Deductive research approach will be used for this research as it will
be helpful in conducting in-depth analysis of investigation (Bruhn and Schäfer, 2012). In
addition to that specific area of research topic is a rationale behind choosing deductive approach.
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Research method – Qualitative as well as quantitative research methods will be used for
reaching the objective of present investigation (Chan and Guillet, 2011). Qualitative methods are
used to investigate the secondary information on the other hand qualitative methods will use for
primary investigation.
Data collection methods: The data for the present investigation will be gathered using
primary and secondary sources of data collection (Constantinides, 2004). For the present
investigation primary data will be collected through questionnaire and secondary data will be
gathered from books, Journals, articles as well as physical and online library .
Sampling: The customers of Marks and Spencer will be the respondents of present
investigation for which simple random sampling method will make in use. Using this methods
the respondents will be provide equal chance to be selected in the investigation (Creswell, 2009).
The sample size of study will be 50 customers that will be approached through social media
sites.
Data analysis: For data analysis thematic analysis method will make in use as to preset
and analysis primary as well as secondary information. In addition, sub -themes will help in
analysing primary as well as secondary information.
Ethical considerations: The information will be collected from authentic sources as well
as primary data will be collected from authentic sources (East and Vanhuele, 2008). The private
information of customers will be kept confidential. Proper access will be taken to information
sites, plagiarism will be avoided and the work will be properly cited.
Limitations of research: Shorter time, absence of sufficient information and insufficient
financial funds.
1.5 Appropriate plan and procedures for the agreed research specification
Table 1 Gantt chart for research plan
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Formulating research proposal
Deciding aim and objectives
Literature review
Research methodology
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Primary and secondary data
collection
Data analysis
Project evaluation
Interpretation and analysis
Conclusion
Draft submission
Final Submission
2.1 Research question
 What role does Social Media play in the purchase decision of customers?
 What are the factors affecting consumer decision making in online shopping?
 Why consumers are mostly influenced by social media sites to purchase products?
 What are the various social media tools that are used by Marks and Spencer to promote
their products?
TASK 2: PROJECT IMPLEMENTATION AND PRESENTATION
2.2 Proposed research investigation in accordance with the agreed specification and procedures
1. Name....
2. Gender:
 Male
 Female
3. Age
 18 - 25 years
 25 - 35 years
 35 - 45 years
 Above 45 years
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4. What is the most significant factor which influence your decision making process during
selection of product
 Brand
 Quality
 Price
 Special offers
5. Do you use social media tools for shopping of diverse apparels?
 Yes
 No
6. What factors enhances your motivation level while accessing social networking sites?
 Convenience
 Pricing
 Special offer/ festive offers
 Easy return policies
7. Which social media site you use to gather information about the discount offers and products
 Facebook
 Twitter
 Blogs
 Company portal
 Other
8. How often do you visit Marks and Spenser online shopping portal?
 Once a week
 Twice in a week
 Once in a month
9 Marks and Spenser online shopping portal can be considered as one of the best places for
online shopping?
 Strongly agree
 Agree
 Neutral
 Disagree
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 Strongly Disagree
10. Would like to provide any suggestion to Marks and Spenser in order to improve the online
shopping services ?
...........................................................................................................................................................
2.3 Record and collate relevant data where appropriate
Gender: Frequency Percentage
Male 25 50
Female 25 50
Age Frequency Percentage
18 - 25 years 17 34
25 - 35 years 13 26
35 - 45 years 10 20
Above 45
years 10 20
What is the most significant factor which influence
your decision making process during selection of
product
Frequenc
y
Percentag
e
Brand 22 44
Quality 18 36
Price 5 10
Special offers 5 10
Do you use social media tools for shopping of
diverse apparels?
Frequenc
y
Percentag
e
Yes 35 70
No 15 30
What factors enhances your motivation level while
accessing social networking sites?
Frequenc
y Percentage
Convenience 22 44
Pricing 8 16
Special offer/ festive offers 8 16
Easy return policies 12 24
Which social media site you use to gather
information about the discount offers and products
Frequenc
y Percentage
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Facebook 10 20
Twitter 9 18
Blogs 5 10
Company portal 22 44
Other 5 10
How often do you visit Marks and Spenser online
shopping portal?
Frequenc
y Percentage
Once a week 10 20
Twice in a week 15 30
Once in a month 25 50
Marks and Spenser online shopping portal can be
considered as one of the best places for online
shopping?
Frequenc
y Percentage
Strongly agree 24 48
Agree 8 16
Neutral 8 16
Disagree 5 10
Strongly Disagree 5 10
3.1 Research evaluation techniques
Aim:
The major aim of present investigation is to analyse the impact of Social media on
consumer decision making in Clothing industry therefore a UK's leading organization Marks and
Spencer is considered
Objectives
 To identify the concept of social media marking and consumer decision making
 To investigate the factors affecting consumer decision making in online shopping
 To study the impact of Social media on consumer decision making for Marks and
Spencer
 To explore various social media sites that are used for marketing of Marks and Spencer
products
Data collection methods: There are two different methods of data collection such as
primary and secondary. Primary data collection are the sources from where researcher get new
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information for the first time (Evans, 2012). On the other hand secondary sources are such from
where information is gathered which is already available. The data for the present investigation
have been gathered from primary and secondary sources of data collection. For the present
investigation primary data will be collected through questionnaire and secondary data will be
gathered from books, Journals, articles as well as physical and online library (Gingerich, 2013).
The questionnaire is distributed among the customers using social media sites and recorded with
the help of of Google docs. Both the data collection sources are well justified as the researcher
got sufficient information to reach objectives.
Research philosophy: In order to have effective outcome the interpretivism philosophy is
considered as key aspect of investigation. It focuses on the key perception of researcher while
conducting the research (Gunelius, 2010). It allows to spot out effective collection of data from
the designed sample size. It also work as a assumption which provides better opportunity to
analyze the key aspects of social media and customer buying behavior.
Research approach: Researcher has conducted research by using deductive research
approach in order to have better outcome. In addition to that specific area of research topic is a
rationale so selection of deductive approach is beneficial (Hsiao, 2009). It provides appropriate
information when the observation that is proved to be true for smaller range of variables and
offering similar outcomes as per the specific needs of research goals. Selected philosophy
provides better stability to the each level of investigation.
Research method: Qualitative as well as quantitative research methods are taken into
account for effective collection of data. In this respect, the researcher has accessed the data from
diverse secondary sources and also used questionnaire for effective collection of information
(Luo and Han, 2013). It is beneficial for attaining better outcome by analysing the diverse factors
which are associated with in-depth investigation of human behaviour as well as social media
tools.
Sampling Method: This investigative uses simple random sampling method so as to
collect the information from various respondents. This method allows researcher to choose the
respondents while providing them equal chance to be selected in the investigation. The sample
size of study will be 50 customers and this figure is appropriates as it is sufficient to identify the
views of entire population.
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Data analysis: This is the most crucial methods to find out the crux of data. For the
present investigation thematic analysis method is used that helps in presenting and analysing
primary and secondary information (Matayong and Mahmood, 2013). In addition, sub -themes
are designed to represent the information in most appropriate manner. Along with this, table and
charts are used.
3.2 Interpret and analyse the results in terms of the original research specification
Theme 1: Gender
As per the above statements it can be interpreted that during the data collection gender is
considered as a one of most critical aspect. In order to acquire reliable and valid outcome of
research both genders are significantly taken into account. Total number of respondents were 50
out of which 25 were male and rest of them are female. In other aspect, to avoid discrimination
in the process of collection of data, researcher has maintained equality in number of male and
female participants.
Theme 2: Age
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Male Female
0
5
10
15
20
25
30
Gender
Column B

As per the above chart it can be asserted that maximum participants of research belongs
to age group of 18-25. 13 customers are associated with the age group of 25-35 years. Moreover,
the rest of 20 participants belongs from age group of 35-45 years and above 45 in respective
manner. This clearly indicates that most of customers can be considered as young age and they
are generally influenced towards online shopping.
Theme 3: Factors which influence customer decision making process
By considering the respondents in above mentioned graph, it has been interpreted that
most of customers are more attracted towards brand name while making decision regarding
purchase of product. Second most factor that influence the decision making process of customers
is quality of product. Rest of people focuses on the special offers and pricing while making
purchase decision.
Theme 4: Use of social media tools for shopping of different apparels
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Brand
Quality
Price
Special offers
0 5 10 15 20 25
22
18
5
5
most significant factor which influence
your decision making process during
selection of product
Column B
17
13
10
10
Age
18 - 25 years
25 - 35 years
35 - 45 years
Above 45 years