Consumer Choice and Social Media: A Research Report for ALDI UK, Sem 1

This report examines the influence of social media on consumer choice, using ALDI, a UK-based retail business, as a case study. The research outlines the research background, aims, objectives, and questions, focusing on understanding social media tools, consumer behavior, and the relationship between social media and consumer decisions. The report reviews existing literature on social media's impact, including factors like cost, return on investment, and consumer motivation. It proposes a research methodology, including qualitative research with a focus on ALDI's customers. The findings are presented with data analysis and recommendations, offering insights into how businesses can leverage social media to influence consumer behavior and improve marketing strategies. The report also covers the factors that contribute to the selection of the research project.

Social media affects consumer choice

Table of Contents
1.1 Research outline specification.....................................................................................................3
1.2 Factors that contribute to the process of research project selection..........................................5
1.3 Critical review of the social media and its impact on the consumer choice................................6
1.4 Research report proposal of the social media and its impact on consumer choice.....................6
1.5 Plan and procedures for the research specification.....................................................................8
Task 2.........................................................................................................................................................10
2.1....................................................................................................................................................10
2.2 Questionnaire on the social media and its impact on the consumer choice..............................11
2.3 Record the collected data from participants in the form of a frequency...................................12
Task 3.........................................................................................................................................................15
3.1 Research evaluation technique..................................................................................................15
3.2 Data analysis..............................................................................................................................15
3.3 Justify area for further research................................................................................................17
Task 4.........................................................................................................................................................17
4.1 Recommendation......................................................................................................................17
Conclusion.................................................................................................................................................18
REFERENCES..............................................................................................................................................19

Introduction
Social media is one of the most suitable tools and techniques which can be used by the
business organization in order to promote firm’s product and services in an effective manner. it
having a large impact on the consumer choice which can help to select best product among the
various products and services. At the tile of social media, the business unit can provide
information and update to their products upgradation or any new launch (Jackson and Senker,
2011). They can conduct feedback about their new products which can help to improve its
features and help to generate demand forecasting through using various approaches of social
media. These tools can be involved Facebook, You Tube, Instagram and other platforms. Today
the role of innovation and technology in to the marketing and advertising having a great
significant. Digital media is one of the cost effective tools which can help to attain firm’s long
term goals and objectives in an effective manner. The present report is based on the ALDI which
is one of the leading retail business organization in the United Kingdom. They provide a wide
range of products to its customers. But in the recent years the competitiveness in the retail
industry is growing which having an adverse impact on the profitability and market share of the
company (Klein‐Marcuschamer, and et. al., 2012).
1.1 Research outline specification
Background of research: It is essential to make a research on different topics, these can help to
any organization and any person to make changes in methods and strategies. Companies which
are working in markets has to use different medium to communicate with their customers, it can
help to them to make a lead on them.
Research topic: Social Media Affects On Consumer Choice
Organization for the purpose of this research: ALDI
Research Aims: To analyses how customers can be affected by using social media.
Objectives of the research: This is another element of the study which is related with the aims
and objectives of the company. This research main aim is to having a great significance in the
business performance of the business entity. These aims are given below:
 To understand various social media tools and approaches in the business.
 To understand the consumer behavior and its buying decision making.
 To determine the relationship between the social media and its impact on the consumer.

Research questions:
 How company can use social media tools in the business?
 Why manager of company have to make correct decision and analyze consumer
behavior?
 How company have to maintain relationship between social media and impact on
consumers?
This is essential for a business organization is to understand the topic of the study which can help
to provide a most appropriate solution for the company. This part of the research is discussed
about the various aspects of the research which is given below:
Background of the study: This is one of the most significant part of the study which is related
with the overview of the topic and the selected business organization. In the context of given
case, today there are various tools and techniques which can be used by the each and every
business organization in to their business. There are large number of customers who active on the
internet and social media. It can be possibility that they having a large influenced on their
selection of goods and services (Costanza and et. al., 2016). On the other hand, ALDI which is a
retail business organization having a large number of loyal customers in the United Kingdom.
Research tools and techniques: It is related with the various approaches which are going to use in
the study. In the context of given case study, qualitative research methodology to be used. The
random sampling among the 100 loyal customer which covers the demographic and other aspects
(Coase, 2013).
Collection of data: In a research report there are two types of data collection methods one is
called primary and secondary data. In the present report both primary and secondary data and
information to be used.
Significance of the research: The present study is having a great significance in the growth and
development of the business unit. ALDI is operating their business in to the UK which facing
tough competition in the market. Therefore, the cited business organization required that to use
such reports which can help to improve their business performance in an effective manner.

1.2 Factors that contribute to the process of research project selection
It is important for a business unit is to identify various factors which can affects the selection of
the research for the cited company. These factors are given below:
Cost is one of the major factor which having a large influenced on the business. because, there
are various digital media tool which are cost effective for the company as compare to the
traditional media tool. They required that to use such approach in to their business activities
which can help to improve their product performance and increase customer loyalty. The cited
business organization also required an integrated promotional campaign which can help to
increase success in the promotional activities and which can lead to increase profitability of the
company which is the common goals for each and every business unit (Etter, Tilley, and et. al.,
2011).
Return on investment is another factors which must be considered by every company. They
make sure that how much money going to spend on the promotional activities should be
recovered through their sales and market share. in this context, ALDI can make a budget for their
advertisement campaign which can create awareness of the products in to the market and
increase market share of the company.
Here is a list of factors which can effect on selecting a topic:
Interest: Personal interest of researcher can make a high influence on selecting topic. Social
marketing is a subject which is a current topic.
Benefits: Research on this topic can give benefits to those companies which are using the social
media channels to make a communication.
Experience: Personal experience on this sector can help to researcher to make a better analysis
on the topic.
Resource availability: Different resources also make huge impact on the research like; finance
and human resources plays a major role to conduct a research. Unavailability of finance can
make a major impact on results of research.

1.3 Critical review of the social media and its impact on the consumer choice
According to Atzeni, and Salmi, (2012) Social media are becoming critical for the customer
decision making. It having a high involvement on the overall decision making of the customer
and its selection of goods and services. There are various social media platform such as Twitter,
Facebook, Instagram etc. which can help in to the buying an appropriate product for them. On
the other hand, according to Deichmann, (2011) The digital media platform cannot contribute in
the decision making process. It can only help to create awareness just like other digital; media
tools. Therefore, the cited business organization is required that to use these platforms in an
effective manner. As per the Deloitte report there are 47 percent people who having the affected
by the social media at the time of buying products and services as compared to 19 percent for
mix age group. This study focused on that those people who use social media at the of buying
goods and services are more willing to spend money on it. Whereas, most of other reports said
that there is little impact on the decision making process of goods and services. According to the
Battman (1979), there are motivation factors which can help to motivate the decision making
process at the time of purchasing retail products. Social media is one of the factor which can be
influenced of the consumer and its different choices. Sternthal and Craig (1982) for the selection
of goods the social media tools only used for the information search. In the buying process of the
consumer the role of feedback also important, if the feedback is good it can help to increase sales
and promote firm’s products in an effective manner. If their purchasing can positive, it can
motivate in the near future as well. As per Coase (2013), consumers can highly effected by social
media, by this a company can make a lead on their targeted customers which can help to them to
increase their business. According to Deichmann (2011), communication is medium which can
change a mind set of targeted customers so it is essential for organization to establish a proper
communication with targeted market audience. As per Vandamme (2013) views organization has
to use contemprory communication tools which can help to organization to communicate with
customers in a better manner.
1.4 Research report proposal of the social media and its impact on consumer choice
Research report proposal is a summary of the overall study. It contains various elements of the
report which having too important for the researchers. In the context of current study, the project
proposal of ALDI is given below:

A research project is based on different specifications which needs to be mentioned the report.
All details should be given in brief form to make it easy to understand. All the effective points in
which all details have been given about project is given below:
Introduction: Introduction is the stage where researcher introduces the reader about the project.
In introduction a brief is provided in a summative form. All the requirements and needs of the
report are mentioned. It helps in determining what the research report is all about.
Research objective: This research report is having objective to provide a better customer
response for the company. Most of customers are suing social media and by this ALDI can get a
knowledge how to manage their social media activities in a better manner. Here is objectives of
this research:
 Useful social media tools and approaches for ALDI.
 Effects of social media on consumer behaviors and purchasing decisions of purchaser.
 Relationship in social media and effect on customer.
Title: Title of the research project is the topic like consumer behaviour, social media and its
impact etc. these topic act as the tile of the report. Title provide a person idea about what is the
research report all about. It also helps in understanding what would have done in the report to
complete it. Tile gives a raw idea about the possible aspect of report.
Research Aims: Identify how a company can make an impact on purchasing decisions of
customers by using social media.
Research Methodology: All the information about what tools have been used in the research are
mentioned. What samples methods have been used, collection of data, calculation method and
the assumptions are mentions.
Information analysis: The methods used in the analysis of data will be mentioned. The outcomes
are outlined and mentioned with a summary to relate it with topic and its advantages and
disadvantages.

Conclusion: In this stage the researcher provides all the information regarding the research which
has been undertaken. It is a summary about the results. It gives the reader an idea about what has
been achieved in the research project (Gallagher, 2011).
1.5 Plan and procedures for the research specification
This a chart which clearly specifies that how much time each and every process will take and
what all procedures are to be followed by the company while selecting the best social media
marketing process.
There is high need to prepare a chart which specifies all the time scales with task.
Stages Define Cost(million) Time scheduling
Introduction In this stage give all
information related to
the research project
topic. Introduction
gives a bried idea
about what the whole
project is
about(Cantallops and
Salvi 2014.).
20 12 to 18 days
Collection information After the introduction
collection of
information related to
the research project is
conducted. Collection
of information is done
through the surveys
via questionnaire's and
feedback forms.
30 25-30 days

Information analysis All the collected
information is
analysed via using
different qualitative
and quantitative
methods.
20 15 days
Evaluation In this stage evaluation
of all collected
informations is
conducted via using
different methods and
determine all issues
and problems. The
solutions are provided
and are interlinked
with the project in a
summarative form.
(Tuškej, Golob, and
Podnar 2013).
10 14 days.

Figure1.1: Gantt Chart
Figure1.2: Critical Path
It is essential for a business organization is to use appropriate tool for their proposed research.
Therefore, it is responsibility of researcher is to use appropriate tool in order to plan their
research activities in an effective manner. Gantt chart is one of the most appropriate tool which
helps to provide a guideline with time frame. The main aim of this strategy is to control time and
cost for its proposed research.
Task 2
2.1
There are various factor of resources which help organization to manage resources and get the
relevant and specific result
 Information about scheme:- There are many scheme which is use by the organization to
manage the resources. A company always care about the resources and use that resources

to complete any work and innovate new product. Company always make the scheme for
the purpose of particular topic and complete any specific task.
 Information about market:- A researcher always take the information from market and get
all the information related to the research topic. Market is very big and broad area to do
research and get the accurate result and proper feedback about company. Research help to
collect and take a estimate for future sale and purchase.
 Researcher always use two kind of data to manage the work of resources. All the
researcher follow the primary data rules and secondary data rules. Both are have
importance in market. Primary data collect by researcher from market analysis, from
questionnaire, from the other resources of primary data. Company also follow the
secondary which is collect from the primary data. Secondary data manage by the
researcher and complete research project on time.
2.2 Questionnaire on the social media and its impact on the consumer choice
There are various approaches can be used by ALDI in order to collection data and information
among its customers. Questionnaire survey one of the most suitable method for the company to
collect relevant information regarding social media.
Questionnaire
Name
Age
Email
Q.1 Are You using social media on the regular basis?
A) Yes
B) No
Q.2 Which social media platform you are using at the regular basis?
A) Facebook
B) Instagram
C) Twitter
D) You Tube
Q.3 How much time you spend on the social media?

A) 0-60 Min
B) 1-2 Hour
C) 2-4 Hour
D) More than 4 hour
Q.4 Are you looking for product information through online or social media?
A) Always
B) Often
C) Rarely
D) Sometimes
Q.5 Do you agree that information of product and services are easy than other platforms?
A) Agree
B) Strongly agree
C) Neutral
D) Disagree
Q.6 Are you searching products at through social media platform?
A) Always
B) Often
C) Rarely
D) Sometimes
2.3 Record the collected data from participants in the form of a frequency
Q.1 Are You using social media on the regular basis?
Yes 29
No 6
Interpretation: As we found that 29 people prefer the social media on regular basis and 9 person
do not prefer social media. Social media is most effective tool for organization. We provide the
questionnaire to 35 people and get the feedback about social media.
Q.2 Which social media platform you are using at the regular basis?