The Impact of Social Media on Cafe Nero Sales: A Consumer Perspective

This research report, conducted as part of an FdA Business and Management project, investigates the impact of social networking websites on product sales from a consumer perspective, using Cafe Nero in the Borough of Brent as a case study. The report analyzes data collected from 20 customers, revealing insights into how social media platforms like Instagram, Facebook, WhatsApp, LinkedIn, and Twitter influence consumer decision-making, brand loyalty, and purchasing behavior. Key findings highlight Instagram as a significant influencer, the importance of ratings and comments, and the role of social media in building customer relationships. The report also examines the effectiveness of various marketing strategies, such as tagging and using hashtags, to increase product sales and improve profit margins. The study concludes that social media is a crucial tool for Cafe Nero, impacting sales, brand image, and customer engagement, while also acknowledging the potential negative effects of unfavorable reviews. This assignment is available on Desklib, a platform providing AI-based study tools.

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Programme: FdA Business and Management
Module: Foundation Project
Assessment Type: Research Findings Report
Assessment No: 2
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Table of Contents
INTRODUCTION.....................................................................................................................................5
DATA COLLECTION.................................................................................................................................5
RESEARCH FINDINGS...........................................................................................................................11
DISCUSSION AND CONCLUSIONS.........................................................................................................13
REFERENCES.........................................................................................................................................15
Books and journals...........................................................................................................................15
APPENDIX............................................................................................................................................16
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TITLE: ““The impact of social networking websites on product sales from a consumer
perspective: A case study of Cafe Nero in the Borough of Brent".”
INTRODUCTION
Social media has revolutionized in the way individuals tend to socialize and
communicate through the website or mobile application (Agnihotri and et. al., 2017). Social
networking website helps in increasing exposure which helps in driving traffic towards the
company. This is an effective tool as it helps in building brand alive in the eyes of the
customers.
This study will helps in effectively determining various social media platforms which helps
Cafe Nero to sustain in the market for long run. This study also helps in determining ways
through which Cafe Nero can improve the profit margins of the company with the helps of
social media. This is considered to be an effective platform which in turn helps in increasing
the sales.
DATA COLLECTION
Issues presented during data collection: The major issue faced by the researcher
while collecting data is associated with the time boundation which in turn largely affects the
operations of the company. Another major issue was to keep proper track of all the variables.
Theme 1: Maximum number of customers have been visiting Cafe Nero in the Borough of
Brent from around 6 to 12 years.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
0 to 6 years 2 10.00%
6 to 12 years 7 35.00%
12 to 24 years 5 25.00%
More than 24 years 6 30.00%
TOTAL 20 100.00%
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10.00%
35.00%
25.00%
30.00%
0 to 6 years
6 to 12 years
12 to 24 years
More than 24 years
Theme 2: Yes, social media networks influence your decision making while visiting cafe.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Yes 13 65.00%
No 2 10.00%
Maybe 5 25.00%
TOTAL 20 100.00%
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Yes No Maybe
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7 65.00%
10.00%
25.00% % OF RESPONDENTS
Theme 3: Instagram, is considered to be the most influencing social media network to
target set customers.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
WhatsApp 3 15.00%
Facebook 5 25.00%
Instagram 6 30.00%
LinkedIn 4 20.00%
Twitter 2 10.00%
TOTAL 20 100.00%
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15.00%
25.00%
30.00%
20.00%
10.00%
WhatsApp
Facebook
Instagram
LinkedIn
Twitter
Theme 4: Highly agreed, rating and comments on social media network will influence
customers while taking decision.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Agreed 6 30.00%
Highly agreed 7 35.00%
Disagreed 2 10.00%
Highly disagreed 1 5.00%
Neutral 4 20.00%
TOTAL 20 100.00%
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30.00%
35.00%
10.00%
5.00%
20.00%
Agreed
Highly agreed
Disagreed
Highly disagreed
Neutral
Theme 5: The major concept of social media networking website in accordance with
customer and business perspective is that, it helps in building relationship with customers.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Helps in building relationship
with customer
8 40.00%
Helps in encouraging brand
loyalty
4 20.00%
Helps in improving brand
recognition
3 15.00%
Helps in reaching target
market
5 25.00%
TOTAL 20 100.00%
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40.00%
20.00%
15.00%
25.00%
Helps in building relationship
with customers
Helps in encouraging brand
loyalty
Helps in improving brand
recognition
Helps in reaching target market
Theme 6: Yes, social media network helps in comparing two cafe's by reviewing their
services.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Yes 15 75.00%
No 2 10.00%
Maybe 3 15.00%
TOTAL 20 100.00%
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Yes No Maybe
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8 75.00%
10.00%
15.00%
% OF RESPONDENTS
Theme 7: Determining effective recommendation would you suggest to cater attention of
customers in order to increase product sales.
← What does the data show?
Research data tends to show the information which has been observed and collected in order
to validate the research findings.
← What are the highest and lowest indicators for each question.
It means respondents with highest indicators states that, the maximum number of people
agree with the particular option.
← Identify the trends/ relationships for each question.
It helps in identifying the impact of social networking websites on product sales from a
consumer perspective.
← Where can the complete data be found?
Questionnaire will be found in Appendix.
RESEARCH FINDINGS
Theme 1: Maximum number of customers have been visiting Cafe Nero in the Borough of
Brent from around 6 to 12 years.
Interpretation: From the above carried out research study from 20 customers of Cafe
Nero tends to establish the fact that, 35% of customers have been visiting Cafe Nero in the
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Borough of Brent from around 6 to 12 years. They said that, they like the products and
services offered by the Cafe Nero. Other 55% (25%+30%) respondents have been visiting
Cafe Nero from 12 to 24 years and more than 24 years because the customers are highly
satisfied with the services offered by them and Cafe Nero is one of the leading cafe in
Borough.
Theme 2: Yes, social media networks influence your decision making while visiting cafe.
Interpretation: From the above carried out research study from 20 customers of Cafe
Nero tends to establish the fact that, 65% among them said, social media tends to influence
the decision making of the customers. Akman and Mishra, (2017) said that, a good image of
the brand and the products and services offered and recommended through social media tends
to affect brand attitude and influence the purchase decision of the customers.
Theme 3: Instagram, is considered to be the most influencing social media network to
target set customers.
Interpretation: From the above carried out research study from 20 customers of Cafe
Nero tends to establish the fact that, 30% said that Instagram is considered to be the most
influencing social media network to target set customers. It states that, business posting eye
catching images and determining the products offered by the company helps in improving
response rate among customers and building rapport with the influences (Ramanathan,
Subramanian and Parrott, 2017). Remaining 25% said that, Facebook helps in influencing
customers by creating an attractive page.
Theme 4: Highly agreed, rating and comments on social media network will influence
customers while taking decision.
Interpretation: From the above carried out research study from 20 customers of Cafe
Nero tends to establish the fact that, among them 75% (30%+35%) said that, rating and
comments on social media network will influence customers while taking decision. Positive
reviews and comments helps in attracting customers to visit the particular place. On the
contrary, negative reviews and comments of customers on social media networks will have
negative influence on customers.
Theme 5: The major concept of social media networking website in accordance with
customer and business perspective is that, it helps in building relationship with customers.
Interpretation: From the above carried out research study from 20 customers of Cafe
Nero tends to establish the fact that, among them 40% said that, social media networking
website helps in effectively building customer relationship and helps in catering attention of
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