Industry Research Project: Woolworths and Social Media Impact

This industry research project investigates the impact of social media on consumer buying behavior, specifically focusing on Woolworths Limited in Australia. The research aims to address declining consumer retention and turnover rates due to ineffective marketing strategies by analyzing how social media influences consumer purchasing decisions. The study includes a literature review of relevant articles, research questions exploring the conceptual understanding, the impact of social media, and potential strategies for improving consumer behavior. The research also incorporates a company letter from Woolworths, confirming the student's authorization to conduct surveys and interviews. The project's objectives include analyzing the conceptual understanding of social media and consumer buying behavior, evaluating the impact of social media, and recommending strategies to enhance consumer buying behavior, providing valuable insights into the role of social media in modern marketing practices.

Running head: INDUSTRY RESEARCH PROJECT

INDUSTRY RESEARCH PROJECT 2
Report title "Impact of social media on consumer buying behavior: A case study of
Woolworths Limited, Australia "
Industry partner Woolworths is a top leading supermarket in the country of Australia. It
operates about 995 stores in across of Australian nation. It has also
engaged approximately 1115,000 workforces in their stores as well as
distribution to deliver the prompt and quality services to their customers.
It also acquires the raw material from the farmers and producers, as it
ensures to deliver the finest services to consumers.
Research field Marketing management
Overarching
problem
The key problem of Woolworths is declining consumer retention rate and
increasing consumer turnover due to ineffective marketing strategy.
Hence, this research work is intended to analyze the “Impact of social
media on consumer buying behavior in the case of Woolworths Limited,
Australia” (Woolworth’s group, 2018).
Under Woolworth limited, social media is used in marketing practices,
which is important to get immediate feedback from the customers. This
marketing practice is also important for Woolworths limited to influence
the buying behavior of consumer towards their products and services
(Woolworth’s group, 2018).
Overarching
research aim
The main aim of this investigation is to identify the “Impact of social
media on consumer buying behavior: A case study of Woolworths
Limited, Australia”. The given below objectives would be performed to
accomplish the main aim of research:

INDUSTRY RESEARCH PROJECT 3
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
Research
questions(s)
RQ1: What is the conceptual understanding regarding social media and
consumer buying behavior in the case of Woolworths Limited, Australia?
RQ2: How social media has an impact on consumer buying behavior in
case of Woolworths Limited, Australia?
RQ3: Which social media strategy can improve the consumer buying
behavior towards the products and services in the case of Woolworths
Limited, Australia?
Literature
review:
Keywords used
for literature
search
 Conceptual understanding regarding social media and consumer
buying behavior: A case study of Woolworths Limited, Australia
(Godey, et. al., 2016).
 Impact of social media on consumer buying behavior: A case
study of Woolworths Limited, Australia (Ioanăs and Stoica, 2014).
 Social media strategy to enhance the consumer buying behavior
towards the products and services: A case study of Woolworths
Limited, Australia (Hajli, 2014).

INDUSTRY RESEARCH PROJECT 4
Literature
review: Name 2
relevant articles
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R.
and Singh, R., 2016. Social media marketing efforts of luxury brands:
Influence on brand equity and consumer behavior. Journal of business
research, 69(12), pp.5833-5841.
Hajli, M.N., 2014. A study of the impact of social media on consumers.
International Journal of Market Research, 56(3), pp.387-404.
Ioanăs, E. and Stoica, I., 2014. Social media and its impact on consumers
behavior. International Journal of Economic Practices and Theories,
4(2), pp.295-303.
Woolworths group. 2018. About us. [Online]. Available at:
https://www.woolworthsgroup.com.au/page/about-us (Accessed: 9 July
2018).

INDUSTRY RESEARCH PROJECT 5
Company letter
18 July 2018
Dear respondents,
Greeting!
I am conducting the investigation entitled "Impact of social media on consumer buying behavior:
A case study of Woolworths Limited, Australia" due to the requirement of my course.
Due to this, I appeal for your backing to evaluate the required facts and figures for my
investigation.
Kindly grant me authorization to conduct the survey through questionnaire and interview on your
workforces as well as managers with regards to my investigation problem.
I would like to articulate my thankfulness for your support in this investigation concern.
Grateful to you for providing me your assistance
.
Yours sincerely,
Name of student
Contact number
Email address
Senior Manager of the company
Harald Hauge
Woolworths Limited